Transformer films get new boost from toys

Updated 2017-06-14 10:31:35 China Daily
Transfomers merchandises displayed at the event to announce the cooperation of Mtime and Hasbro (Photo provided to China Daily)

Transfomers merchandises displayed at the event to announce the cooperation of Mtime and Hasbro (Photo provided to China Daily)

Beijing-based movie portal Mtime recently announced plans to team up with U.S. toymaker Hasbro to boost the popularity of the Transformers franchise in China.

Transformers: The Last Knight, the latest installment of Transformers and based on the namesake toy line created by Hasbro in the 1980s, will open across the Chinese mainland on June 23, two days after its North American debut1.

Kelvin Hou, CEO of Mtime, said the cooperation includes movie-related goods, marketing and news coverage at a promotional event in Beijing on June 9.

Mtime, which was acquired by China's movie chain Wanda in July 2016, connects its e-commerce site to around 2,000 Chinese cinemas, promising the theater managers to as quickly as possible to book movie merchandises.

Nearly 100 Transformers-themed goods, such as an Optimus Prime-shaped power bank, were displayed during the event.

Hou said the Hollywood blockbusters aim for more than box office earnings in China.

In North America, the profit made from merchandising exceeds that of ticket sales, which will be the future for China's fast-expanding movie industry, he added.

He predicted the taking-off of the domestic industry will rely on commercially successful franchises, which are still very limited in China.

See Also

Most Popular

Sky Running Comes to Asia

This February saw the first ever Asian Sky Running Championship race come to Hong Kong. The competition is one of the most physically demanding a runner can put their body through.

Travel Videos

Photo Gallery

Worship Season in Lhasa

Lhasa, capital city of Southwest China's Tibet autonomous region, has entered the worship season. Buddhists from across Tibet come to the Potala Palace and Jokhang Temple for worship.

Hello Kitty Theme Park Opens in Zhejiang

The first Hello Kitty theme park outside Japan officially opened on Thursday, the first day of the year in the Anji county, Huzhou city, East China's Zhejiang province.

China World Business Sports Showbiz Audio
C4 My Chinese Life The Sound Stage China Revealed Showbiz Video Travel Video
China World Fun Travel Entertainment Sports
Beijing Shanghai Guangzhou
Live Music Opera & Classical Movies Traditional Shows Exhibitions
Learn Chinese:
Chinese Studio Living Chinese Everyday Chinese Just For Fun Chinese Culture Buzzwords