Chinese deal-makers look to place brands in blockbusters

04/26/2012 | Advertising Age (tiered subscription model)

Chinese marketers are gambling on long-distance product-placement deals with American studios, hoping their movies become local blockbusters. Meters/bonwe, Lenovo and TCL have already bought into movies such as the "Transformers" franchise. Sirena Liu, president of Filmworks China Entertainment Marketing in Beijing, says the hardest part of deal-making is balancing the needs of Chinese manufacturers who rely on advertising to back production and a Hollywood machine that is funded by studios. "The movie will be made with or without the placement. What filmmakers in the States look at more is, what can the brand do when the movie is released to deliver at the box office?" Liu says.

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