Latest News:  

English>>Life & Culture

Hollywood landmark reels in China brand

By Liu Wei (China Daily)

09:06, March 12, 2013

(file photo)

>> Hollywood looks east

Chinese films may soon have their premieres on the world's busiest red carpet.

TCL, a major TV and mobile phone maker, has completed a 10-year deal with the owners of the Chinese Theater, the historic Hollywood landmark that now hosts weekly premieres.

The theater, previously known as Mann's Chinese Theater, has been renamed TCL Chinese Theater.

Q.C. Liang, assistant president of TCL, said the company will be entitled to use the venue free a certain number of days every year as part of the deal signed in January.

It is also working on a promotion that will be screened before every film released in the theater.

The company's name will not appear on the facade of the building, which was declared a historic and cultural landmark in 1968, but the company's logo will appear on the LED display in and outside the theater, and on the Walk of Fame where stars immortalize themselves by placing handprints in cement and where 4 million tourists visit every year.

TCL, short for The Creative Life, knows about Hollywood. Its products have been placed into blockbusters such as Transformers 3 and The Avengers, and will be featured in the upcoming Iron Man 3.

Liang hopes the naming deal, as well as the product placement, will help the company's brand image connect more to the young generation.

"We produce smart TV and mobile phones, for which young people are the main target customers," he said.

"The Chinese Theater deal will definitely enhance the brand's global media exposure."

As part of its strategy in the United States, TCL will put more efforts into promoting its medium to high-end products in the region, he added.

【1】 【2】

We recommend:

Those Xiaorenshu we read in childhood

Trip planner: four-day trip to S China

Wonderful snapshots of flying buzzards

Forever Shangri-la: China's heaven on earth

Top 10 ever-victorious generals in history

Dreamy log cabins among woods

Top 10 best airports in China 2012

Mysterious Zhongnanhai in Beijing

Top 10 Chinese 'Kung Fu Kings' in Minguo period

Email|Print|Comments(Editor:DuMingming、Zhang Qian)

Leave your comment0 comments

  1. Name


Selections for you

  1. Navy's landing ship detachment in training

  2. Warships in 'Peace-13' joint military exercise

  3. Unforgettable moments you cannot miss in March

  4. Flamboyant villagers honor sea goddess

  5. China's weekly story (2013.2.28-3.8)

  6. Applicants in flight attendants recruitment

  7. San Mao: The Echo Effect

  8. Sarah Brightman aims for the universe

  9. Pre-owned house sales soar

  10. Lu named Alibaba's new CEO

Most Popular


  1. Active yet prudent urbanization needed for China
  2. China's dating TV show inspires copycat in Chicago
  3. Int'l influence of Chinese films improving
  4. Peking Opera education should start early
  5. Fake 3D triggers resentment
  6. Technology transforms art sharing
  7. Books for youngsters' the fastest-growing genre
  8. Life of the never-touch-a-pan generation
  9. Chinese films ought to tell Chinese stories
  10. Lei Feng spirit never out of date

What’s happening in China

Girls who look like boys

  1. 80% of video games not suitable for minors
  2. More dead pigs retrieved from Shanghai river
  3. Afforestation area increases to 6m hectares
  4. Pit collapse kills two
  5. Airport to boost Beijing's south area