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.