The Beijing International Film Festival just got a big name to guide it into the future. Former Rome and Venice Film Festival boss Marco Mueller will join the BIFF as chief adviser, according to The Hollywood Reporter.

Mueller has long been known as an Asian film aficionado, and is credited with helping Chinese films receive a greater audience at the festivals with which he has been associated.

He'll be at home in Beijing. Mueller speaks fluent Mandarin, and was presented with the Friendship Award by former Premier Wen Jiabao in 2010.

The Beijing International Film Festival is set for April 16-23, with Lucy director Luc Besson set to head the jury. In the past it has attracted Hollywood figures including James Cameron, Keanu Reeves, and Jeremy Renner.

Photo: Stanzedi Cinema

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