TCL teams up with Paramount for 'Transformers 3'

MANILA, Philippines - Asia’s television and consumer electronics leader TCL Corp. has tied up with Paramount Pictures as the film giant’s international promotion cooperative partner for the sequel of the sci-fi action film, Transformers 3: Dark of the Moon.

TCL was personally handpicked by the US film outfit and by movie director Michael Bay for its creative technological innovations and brand concept, which make it the perfect marketing tool for the movie.

As the official international TV promotion partner for Transformers 3: Dark of the Moon, the global deal entitles TCL to exclusively handle the publicity and marketing efforts in Asia, Europe and other locations outside of the United States, among them China, Australia, France, Spain, Japan, South Korea, and the Philippines.

“We are extremely excited about this TCL partnership with Paramount. It will create great exposure for the TCL brand television around the globe,” said Michelle Mao, president of TTE Technology Inc., the US subsidiary of TCL Multimedia Inc. “We hope that enthusiasm for the partnership will also spill over to the US market.”

While the TCL brand holds dominant market positions in China and other parts of the world, TCL televisions are new to many consumers in the United States. 

Today, TCL televisions can be found at consumer electronics retailers such as Amazon.com, Nebraska Furniture Mart, Vann’s, Paul’s TV, and Menards home improvement stores.

Apart from the worldwide exposure for the brand, the partnership with Paramount will serve as TCL’s launch campaign for the brand in the US and European markets.

It has also secured product placement for its consumer electronics products in the film, along with the use of Transformers 3: Dark of the Moon promotional material.

According to Paul Widdis of TCL Australia, the movie, which is in 3-D, will be in line with the launch of TCL’s new Passive 3-D LED TV range into the market.

“We hope that enthusiasm from the partnership will add brand exposure through the film, and also spill over to strong TV sales in the market,” Widdis said.

As Asia’s pioneer maker of strong and credible home entertainment solutions for viewers, earning the exclusive promotional partnership rights for Transformers 3: Dark of the Moon is a huge opportunity for TCL to break in to the international market, particularly the US.

This opportunity is deemed to signal more fruitful creative tie-ups for TCL as it aims to deliver high-definition 3-D entertainment to more households in the world.

Directed by Michael Bay, Transformers 3: Dark of the Moon is now showing in theaters worldwide. It stars Shia LaBeouf, Rosie Huntington-Whiteley, Tyrese Gibson, Frances McDormand, John Malkovich, and Tyrese Gibson.