Chinese brands tap Hollywood in quest to go global
BBC News - China
By Katie Hunt Business reporter, BBC News, Hong Kong
Chinese consumer electronics company TCL is making a push into Hollywood
When Iron Man 3 is released this spring, moviegoers eager to see the latest adventures of Robert Downey Jr's playboy superhero may catch a glimpse of a 110in giant TV screen made by Chinese consumer electronics company TCL.
The film will also feature TCL phones and a scene where the Chinese Theatre on Hollywood Boulevard is blown to smithereens. The landmark, which hosts many a red-carpet premiere, has just been renamed TCL Chinese Theatre as part of a 10-year $5m (₤3.2m; 3.72m euro) deal.
"TCL has attached great importance to the collaboration with Hollywood," said Li Dongsheng, TCL's chairman when the product placement deal was announced in January.
His company is one of a growing number of Chinese corporations using Hollywood's marketing machine to promote their products to a global audience.
Others are hitching their wagon to European football teams or the National Basketball Association (NBA) in the United States.
It is an expensive strategy but one they hope will turn Chinese consumer brands into household names that trip off the tongues of shoppers worldwide.
Double whammyHollywood is particularly appealing for Chinese brands because it allows them to raise their profile in the global marketplace but, equally, it plays well at home, says Patrick Frater, the chief executive of Film Business Asia.
Often the Chinese brands and products featured in Hollywood movies are not available outside their home market.
For example, in 2011's Transformers: Dark Side of the Moon, Shia LaBeouf wears a T-shirt made by Chinese clothing maker Metersbonwe and, in one scene, a character drinks a carton of Shuhua milk made by dairy group Yili.
Chinese consumer electronics company TCL is making a push into Hollywood
When Iron Man 3 is released this spring, moviegoers eager to see the latest adventures of Robert Downey Jr's playboy superhero may catch a glimpse of a 110in giant TV screen made by Chinese consumer electronics company TCL.
The film will also feature TCL phones and a scene where the Chinese Theatre on Hollywood Boulevard is blown to smithereens. The landmark, which hosts many a red-carpet premiere, has just been renamed TCL Chinese Theatre as part of a 10-year $5m (₤3.2m; 3.72m euro) deal.
"TCL has attached great importance to the collaboration with Hollywood," said Li Dongsheng, TCL's chairman when the product placement deal was announced in January.
His company is one of a growing number of Chinese corporations using Hollywood's marketing machine to promote their products to a global audience.
Others are hitching their wagon to European football teams or the National Basketball Association (NBA) in the United States.
It is an expensive strategy but one they hope will turn Chinese consumer brands into household names that trip off the tongues of shoppers worldwide.
Double whammyHollywood is particularly appealing for Chinese brands because it allows them to raise their profile in the global marketplace but, equally, it plays well at home, says Patrick Frater, the chief executive of Film Business Asia.
Often the Chinese brands and products featured in Hollywood movies are not available outside their home market.
For example, in 2011's Transformers: Dark Side of the Moon, Shia LaBeouf wears a T-shirt made by Chinese clothing maker Metersbonwe and, in one scene, a character drinks a carton of Shuhua milk made by dairy group Yili.
Ada Liu Yan sexy stills in Mural
Mural(Chinese name: 画壁) is a film that deeply reflect on the love story. Ada Liu Yan(柳岩), who plays the fairy Yun Mei(云梅) in the film, had large-scale movie sexy show … Here are some stills, enjoy!
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