When Transformers 4 screened in China, audiences were surprised - and often cynical - when they saw Chinese brand products embedded in the movie along with
Chinese faces and landmarks.
"As long as you are not vilifying China - be it a brand, a place or an actor - it gives the audience a feeling of familiarity. It is a sign of a culture
becoming stronger," argues Liu Siru, founder and CEO of Filmworks China, after
waves of online mockery saying the Chinese cameo roles added nothing to the
storyline.
Filmworks Cheap Morgan Rielly Hat , a Beijing-based marketing firm that promotes movies and merchandise in China, arranged the first Chinese product placement in a
Hollywood film.
Liu's six years working for the US motion picture giants enabled her company to connect Chinese brands with Hollywood filmmakers.
She began building a network of contacts and learned about moviemaking when she worked as an associate producer on Kung Fu Hustle, a Hong Kong action comedy
co-produced and distributed by Columbia Pictures.
The MBA and journalism graduate left the US for China in 2006 and worked at Orange Sky Golden Harvest, a film production, distribution and exhibition
company based in Hong Kong.
She says she had no intention of working in product placement, but "when there's a need on both sides Cheap Tyler Bozak Hat , it's quite silly not to take the opportunity".
Her opening came when she was approached by a friend who wanted to place Metersbonwe fashion products in Transformers 2.
Liu knew the filmmaker and helped with the negotiations, enabling the brand logo to feature in the science-fiction hit, marking the first appearance of a
Chinese brand in a Hollywood blockbuster.
She set up Filmworks in2010 and started working on the placement of Chinese brands in Transformers 3, when the company was only a team of four.
Product placement normally starts with script analysis, when Filmworks identifies what kinds of products could be placed in which scenes before
approaching clients and asking if they will agree to the placements.
"But this rarely happens in Hollywood blockbusters because only a handful of people can read the script," says Liu.
For major Hollywood films Cheap Frederik Andersen Hat , Liu goes to the set and reads the script there - and is prohibited from taking notes.
Directors have the final say on how a product appears, and Liu has her client's authorization to accept or reject the offer, but not the right to
change the plot to present the product as the client wishes.
Ensuring the product placement comes out as agreed is Liu's job.
She usually goes to the studio and checks the effect of the placement frame by frame, where each frame is 124 second.
Chinese brands are still discovering the potential of product placement in Hollywood films to target the China market.
Liu watched Transformers 4 in a cinema in the US and found the foreign audience did not react to the appearance of Chinese brands as they did when they
recognized Bud Light or Victoria's Secret in the movie. Chinese brands that want
greater exposure to overseas audiences need vision and perseverance, she says.
Electronics giants Lenovo and TCL are among Chinese firms trying to reach out through the silver screen.
"For electronics companies, achieving a larger market share is not something that can be achieved in a single movie. It requires a long-term internalization
process Cheap Connor Brown Hat ," says Liu.
In Hollywood movies, the highest bidder is not necessarily selected, as it depends on whether the product suits the film.
The production cost of Transformers 4 was $200 million, and the contribution of product placement companies was a tiny fraction of this. Some Chinese movies,
however, can be entirely funded by placement clients.
Filmworks Cheap James Van Riemsdyk Hat , which now has 15 staff members and offices in Shanghai and Los Angeles, was recently bought by WPP, the world's largest
advertising and public relations company based in London, and is managed by
GroupM, the largest advertising company in China.
Liu maintains she's only a tiny cog in the film industry, but an enthusiastic one as the mother-of-two defines herself as a story lover first Cheap Nikita Zaitsev Hat , and as a businesswoman second.
"A great movie is a good story well told," says Liu, who bought the China distribution rights to Dallas Buyers Club, despite misgivings that its China
cinema release could be hindered by themes involving AIDS, homosexuality and
other "sensitive" topics.
"I thought it was a great movie that a Chinese audience should be able to watch legally," says Liu.
She sold the movie to Youku Cheap Patrick Marleau Hat , an online video sharing platform, and donated screening rights to the Shanghai International Film Festival.
"If I had not bought it and no one else did, I would have felt the movie and the Chinese audience were both wronged," she says.
Asked about her vision for the company, she says, "I want to keep focused on doing what I do the best Cheap Zach Hyman Hat , and to be the best in this market."
France's Olivier Giroud (top) celebrates with teammate Mathieu Valbuena their team's victory over Switzerland after their 2014 World Cup Group E soccer match
at the Fonte Nova arena in Salvador June 20, 2014. [PhotoAgencies] France's
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E soccer match against Switzerland at the Fonte Nova arena in Salvador June 20,
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