The latest trend to capture the imagination of China’s retail industry is cinematic co-branding. Both Hollywood and local films cater to changing consumer preferences in metro areas and an increasingly global audience. For example, ‘Dark Knight Rises’ had brand associations with Nokia, Citizen, Asus, and Mattel while the fourth installment in the ‘Ice Age series: Ice Age 4 – Continental Drift’ was tied to McDonalds, LG electronics and many other brands. Promotion through product placements and cross-branded consumer merchandise is also a big time phenomenon being used by marketers worldwide.
Join AmCham Shanghai’s Real Estate & Construction Committee & Marketing and Media Committee as we hear from Oriental Dreamworks, a Chinese/American film production company founded by DreamWorks Animation and Chinese investment companies, on how they are co-branding cinematic IP content with retailers and working to extend the reach of their location based entertainment.
We are pleased to welcome Pengchong Xu, Head of Ancillary Business at Oriental DreamWorks, Sam Chen, Regional Deputy General Manager of Hopson Commercial Property, and Shengchun Sun, Industry Solutions Architect for Hewlett Packard Enterprise’s Aruba Networks to discuss the burgeoning business opportunities for brands, retailers and content producers in China’s co-branding eco-system.