The Licensing and Business Development Head of Movielearn Hong Kong Ltd., Susan Macdonald (right), introduces the company's product

Singapore-based digital entertainment and learning company, Movielearn Systems Pte Ltd., recently opened its Hong Kong office. 

The new Hong Kong operation, Movielearn Hong Kong Ltd, is part of the Digital Entertainment IncuTrain programme offered by Hong Kong's IT flagship, Cyberport. 

The Licensing and Business Development Head of Movielearn Hong Kong Ltd., Susan Macdonald, said: "Not only is Hong Kong, Asia's premier business hub, but Cyberport's IncuTrain programme with full government backing offers unparalleled support for digital entertainment companies.  We are pleased to become an integral part of Hong Kong's digital entertainment industry."

The company set up its direct presence in Hong Kong in order to strengthen its position to penetrate the Hong Kong and the Chinese Mainland markets. 

Movielearn is an application that provides user-friendly English learning tools for watching DVD movies on the computer teaching users everyday conversational English, infusing entertainment with a personalized learning experience.  At present, Movielearn has licensed two popular TV series – The Apprentice and Baywatch - as content. 

Digital hub

"Recognising Hong Kong's role as the launch pad to Asia, we have chosen the city as the first market to launch our Movielearn product with TV series The Apprentice," said Ms Macdonald. "Apart from Hong Kong and the Mainland, we also plan to launch our products in other target markets such as Taiwan, South Korea, Thailand and Germany.  We believe that Hong Kong will serve as an excellent platform from which to reach out to these markets."

The Associate Director-General of Investment Promotion at Invest Hong Kong, John Rutherford, said: "It is gratifying to see overseas companies share the Government's confidence and vision of promoting and building Hong Kong as a leading digital entertainment hub in Asia." 

Headquartered in Singapore, Movielearn Systems Pte Ltd. is the company that introduces the groundbreaking English as a second language (ESL) "edutainment" technology, Movielearn, a hybrid product of education and entertainment. The Movielearn application allows learners to improve their English skills by giving them hours of exposure to conversational spoken English as used in the movies. Movielearn's features enhance the learners' vocabulary, knowledge of idioms, slang and correct word usage, and sharpening comprehension, listening and speaking skills.

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