Thursday, January 17, 2013

'Iron Man 3' Product Placement Deal Will See Robert Downey Jr. Wield Chinese Gadgets

After buying the naming rights to Grauman’s Chinese Theater, electronics maker TCL enlists the superhero to help boost its brand.

Chinese electronics maker TCL has hired another high-profile Hollywood name to help boost its international brand: Iron Man.

As part of a drive to raise its profile to compete with industry leaders Apple and Samsung, the Huizhou-based electronics company has announced that its televisions, cloud technology and mobile phones will be conspicuously employed by Robert Downey Jr.’s billionaire superhero, Tony Stark, in Disney-Marvel’s upcoming Iron Man 3, which is set for release on May 3 in North America, China and other select territories.

The Iron Man product placement deal comes fast on the heals of TCL’s eye-brow-raising acquisition of the naming rights to the historic Grauman’s Chinese Theater in Los Angeles last week. For $5 million, the Chinese company picked up the right to rechristen the city landmark the “TCL Chinese Theater. “

Zhao Zhongyao, CEO of TCL Multimedia said in a statement, "TCL has attached great importance to the collaboration with Hollywood. Through this cross-industry collaboration, we are looking at introducing our latest smart products to consumers from around the world via a wide range of different brand promotion activities associated with the Iron Man 3 theme."

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