News and Media

Published: Jul 21, 2011


HONG KONG - SCAD students have been given an opportunity to work with the world-famous Shaw Studios.

The challenge put to the students was to produce a 20- to 30-second trailer to promote "Shaw Active Sound," a new proprietary professional audio system designed specifically for large theaters. The SCAD students worked closely with Shaw Studios' professional audio design team, based on a client brief as would be used in the business world, to produce the trailer in 10 weeks.

The trailer will screen at the Grand Cinema in Elements Mall, one of Hong Kong's high-end shopping centers. It will play for up to one year, and will likely be seen by more than 1,000,000 moviegoers during that time. "We were amazed to see so many cool and creative ideas from SCAD students," said Lloyd Chao, director of business development and marketing for Shaw Studios. "The challenge for us was to filter down so many excellent and creative ideas into a 20- to 30-second trailer. The visual elements really complement the quality of Shaw Active Sound. We are delighted with the professional-looking final product."

"We were thrilled to see the work quality of the SCAD students," added Helena Young, general manager of The Grand. "The trailer they made has fully demonstrated the unique features of Shaw Active Sound." This is the first time SCAD Hong Kong has worked closely with Shaw Studios' professional audio staff.

SCAD provides a platform for students to work on real projects in the design industry, taking learning out of the classroom and into the real world. The university has a proactive policy of engaging the professional community to help expose students to a to real working experience. In addition to the collaboration with Shaw Studios, SCAD also has collaborated locally with the celebrated retailer G.O.D. (Goods of Desire); MAP Office, an interdisciplinary design and research platform; and VTech, a worldwide leading supplier of corded and cordless phones and electronic learning products, among others.

"This has been an outstanding opportunity for our students to work on an exciting project with a leading film studio," noted SCAD Hong Kong Vice President John Paul Rowan. "Our students were able to focus their creativity and energy on a practical project, and I am thrilled that their professional portfolio will be seen by so many people in Hong Kong."

Shaw Active Sound is now operating in Hong Kong's largest cineplex, the Grand Cinema at Elements. Filmgoers in Hong Kong can expect to see the SCAD student-produced trailer beginning in mid-July, all while experiencing the exceptional bass and crisp surround-sound capabilities of the Shaw Active Sound system.

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About Shaw Studios and The Grand

Shaw Studios is one of Asia's most established film and entertainment companies. The Grand Cinema is a sister company of Shaw Studios under the same parent company. Shaw Active Sound is a new proprietary, professional audio system designed for large theaters. It utilizes technologies and design principles found in professional recording studios and adapts them for use within high-end movie theaters.