Unless they're out promoting a film, or called into action to put a positive spin on a star's entry into a drug rehab clinic, movie moguls aren't keen on talking to the media. In fact, it's something they loathe more than going over-budget, or having to pay union wages.

Hong Kong movie mogul Ng See Yuen goes to some pains to break with the type. Recently cornered at a piano recital in Xintiandi, casually dressed in a striped shirt and metallic gray jacket, the 58-year-old apologizes as he ducks away to answer his ever-chirping cell phone. With a wisp of regret, he explains that at this point in his life, with a cinema at Xintiandi opening, interruptions are part and parcel of his life.

Located in Xintiandi, the UME cinema, above, operated by Hong Kong movie director Ng See Yuen is targeting educated moviegoers with its exclusive screening rooms, coffee shop and movie memorabilia store.

One of Hong Kong's most esteemed movie directors and producers, Ng's resume runs the gamut, from classic kungfu flicks to emotionally charged dramas. He helped launch Jackie Chan's high-flying career with "Drunken Master" in 1978. He shone the spotlight on Andy Lau with "The Unwritten Law" in 1986, helping to make him a star in Asia. Ng works in tandem with mega stars like Maggie Cheung, Tony Leung and Jet Li, turning out films like "Evening Liaison," "The Soong Sisters," "Once Upon a Time in China" and "Dragon Inn."

His various titles fill every inch of his business card: member of the Chinese People's Political Consultative Conference Shanghai Committee, president of the Federation of Hong Kong Film Workers, honorary permanent president of Hong Kong Film Directors' Guild. Many other titles had to be removed to maintain a regular card size, Ng adds.

Ng came of age during the heyday of the Hong Kong action movie, but was savvy enough to make a graceful exit as that industry hit a slump. His energy is now concentrated on his cinemas, UME, in Beijing and Shanghai. UME stands for the "ultimate movie experience," which Ng promises moviegoers.

"I don't believe in designer labels. I think I'm a brand already. I don't need other trappings to accent that point," he says in the rapid-fire manner one expects from hyperactive film folk.

As he talks, he seems distracted, his eyes focused elsewhere, as if preoccupied with something else. Born in Shanghai, Ng and his family moved to Hong Kong when he was 14. Instead of working in the family business, he entered Shaw Brothers to study scriptwriting, beginning a lifelong filmmaking career.

He has never looked back. Ng's carefully scripted life in the movie industry is now branching into the cinema operation business, with UME Beijing, which opened in July, earning the city's top box office.

Now he's focused on the Shanghai market. "Most of Beijing's cinemas are run-down facilities with inferior sound systems. It's only natural that UME would be a hit. But Shanghai offers more serious competition with modern cinemas like Studio City, Paradise Cinema City and Kodak Cinema World. What we can assure people is that UME will emphasize culture in an in-depth way," he says.

"In keeping with Xintiandi's atmosphere, we will focus on retro and classic. We are planning movie seminars with famous international directors or actors. We will not only release new movies, but also line up classic oldies with the same theme, and screen them together as double bills. Naturally, we'll also have fan clubs and provide opportunities to meet the stars," he continues.

UME, with its six screening rooms, coffee shop, souvenir shop and Southeast Asian facade, has cost 25 million yuan (US$3 million) to build - and that's excluding rental costs. It is well positioned in the high-profile Xintiandi shopping and entertainment complex to attract its target market - educated white-collar workers and expatriates.

UME's six screening rooms include one with 360 seats, two with 200 and four with 100 - one of which features 3D movies. As part of the cultural entertainment district, a coffee shop nestles in UME, with a "Wall of Fame" for movie memorabilia, posters from Hollywood, props, even the clapboards used in blockbusters. A snazzy store will offer classic movie posters and souvenirs.

To celebrate its opening, UME is offering two batches of themed movies, one revolving on old Shanghai, the other centering on Russian movies, which will add considerably to the ambiance and personality here, enhancing Xintiandi's entertainment scene.

In the rare moments when he's not working, Ng claims to be a homebody. He also enjoys opera or piano performances, but complains that Shanghai's cultural offerings don't match up to Beijing's. But before he could elaborate, the annoying chirp of the mobile phone again tore him away. "Sorry, gotta go. Have a meeting at 1 o'clock. Chat with you next time in a more relaxed mood," he says, making for the door.

(eastday.com November 25, 2002 )