Conversations with Cheri Jia

Today we’d like to introduce you to Cheri Jia.

Cheri, we appreciate you taking the time to share your story with us today. Where does your story begin?
Born in a small town in Australia, raised in a rapidly developing city in China, and relocated to the U.S. alone to live with a Jewish host family at the age of twelve, my intercultural background really enriches me as a creative and enables me to view stories from a variety of perspectives. After graduating from NYU Tisch with a degree in Film and TV, I found purpose in producing and marketing authentic stories that give voice to the voiceless. 

I have worked on multiple feature film sets as an EA to producers, an agent assistant at WME, and at major film festivals/awards like the New York Film Festival and Tribeca Festival as a marketing and PR professional. Presently, I balance my role in international marketing at Warner Bros. Discovery with my passion projects, collaborating with top-tier directors and writers to push the boundaries of storytelling. 

One standout moment? SEALED OFF, a short film I produced with director John Jiang, made waves at the 2022 Tribeca Festival, snagging The Independent Magazine’s coveted Critic’s Choice for Best Narrative Short Film. 

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not a smooth road! Since middle school, I’ve always loved film and wanted to be a “director” who tells stories that give voice to the voiceless. With my Sony camera in hand, along with a gimbal and 2-3 close friends, I roamed around the city, capturing moments and crafting stories that I believed showcased my natural talent. During my freshman and sophomore years of college, my class assignments would always receive praises and become the sample work showcased in other classes. However, reality hit hard. When it came time for my thesis project, which involved managing a crew of fifty and taking on multiple roles—writer, director, producer, and even truck driver—I realized that directing wasn’t my strongest suit. While I thrived in connecting with people and navigating the complexities of collaboration, I struggled with the technical intricacies of directing and maintaining my vision. This project ultimately led me to a profound realization: my true calling lay in producing and marketing. I discovered that my knack for understanding people’s needs and my adeptness at negotiation were better suited to the producer’s role. Since making this pivot, I’ve thrown myself into developing and producing stories. 

I believe each twist and turn has been a valuable lesson in self-discovery and growth. I’ve learned to embrace my strengths, confront my weaknesses, and channel my passion into projects that make a real impact in the world of storytelling. 

Thanks – so, what else should our readers know about your work and what you’re currently focused on?
Besides my full-time job as a marketing specialist, I’m deeply committed to producing stories that shine a spotlight on marginalized voices and advocate for their inclusion. Starting out in one of the big three talent agencies and then navigating through various film festivals, I’ve been steadily building connections with underrepresented international talents. My focus lies in bridging these talents with local production and development firms, agencies, and festivals. Moreover, I possess an extensive network within the local entertainment and art-related non-profit sectors. One of my significant achievements was orchestrating partnerships with over 20 prominent organizations as pro-bono community partners for the 61st New York Film Festival in less than a month. I take great pride in this accomplishment. 

What truly distinguishes me is my unique background in the entertainment industry. As an international player, I often found myself as the sole international presence in my firms. This has provided me with a distinctive perspective and honed my skills in international sales and distribution. As a result, I believe I particularly stand out within the Chinese community. 

We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
During the Covid-19 crisis, I underwent a small surgery due to neglecting my health before the pandemic. The longer it took to secure the surgery, the more precarious my situation became. I grappled with fear and uncertainty regarding potential side effects due to the delay in the surgery. Through this experience, I gained a profound appreciation for the importance of health. I realized the fragility of life and the necessity of prioritizing wellness above all else. Living in Pasadena, I adopted a routine of taking long daily walks with friends or family, exploring the neighborhoods of Pasadena and South Pasadena. These walks became a source of solace and reflection for me, allowing me to appreciate the beauty of my surroundings and connect with my community on a deeper level. 

I also made a conscious effort to prioritize sleep and establish a consistent sleep schedule, aiming for eight hours of rest each night. Waking up early in the morning, I dedicated some time to meditation, which helped me cultivate a sense of calm and resilience. Even after the pandemic, I continued to maintain my sleep schedule. 

I truly believe these changes have deeply impacted me, and I’m immensely grateful that I started and practiced them during the pandemic. 

Contact Info:

• Linkedin: https://www.linkedin.com/in/cheri-yuanlu-j-9b8469155/