Imar Film Company

Imar Film Company, also known as Imar Film Co, is a privately owned company headquartered in China. Founded in 1997 by American producer Peter Loehr, the company specializes in content rights. Historically, it holds the distinction as the first legally recognized independent film production company established in the People's Republic of China, operating by partnering with the state-run Xi'an Film Studio to legally handle the production, in-house marketing, and domestic distribution of its titles. Imar achieved prominence by pioneering low-budget, apolitical, and urban-driven Chinese cinema targeted at the contemporary youth demographic. Today, the studio operates a globally connected network involved in media financing and creative packaging. Its foundational production catalogue includes films such as Spicy Love Soup, A Beautiful New World, Shower, Quitting, and Sunflower, which are seminal films of the late-to-turn-of-the-century Chinese urban cinema generation.