Movie theater software provider Arts Alliance Media, which in the last 12 months has struck deals with AMC, India’s Cinépolis, China’s Jackie Chan Cinemas and festivals including Sundance and San Sebastian, is opening an office in mainland China.

AAM China, based in Qingdao, will initially undertake sales and marketing but by year-end plans to have a Network Operations Centre (NOC) up and running to provide support to exhibition customers. The NOC will be the first center outside the UK and the company plans to open a similar center in the U.S. in coming months.

The digital software provider, whose programs include theater management system Screenwriter, was acquired by China’s Shandong Luxin-Rio Visual Technology Company last year. AAM tech is used globally by more than 80 exhibitors across 40,000 screens.

Pat Foley, CEO at AAM commented, “The news that this year, so far, the Chinese box office has outperformed that of the US, is remarkable. However, considering how relatively new cinema is to the Chinese market, makes this result quite staggering. The scale and speed of growth in China is unparalleled and makes it a key market for any supplier to the cinema industry.”

“That said, China presents its own range of challenges and nuances that any supplier needs to address in order to be successful,” Foley continues. “Unencumbered by the long history of cinema, Chinese exhibitors are significantly more open to digital technology and more demanding in what they expect their solutions to deliver. To ensure that our products deliver significant value, it is imperative that we have an active presence in the Chinese market place.”

Chinese tech firm Luxin-Rio also owns 3D cinema tech brand Volfoni and 4D theater tech firm MediaMation.