Chinese audiences watching Transformers 3: Dark of the Moon will recognise more than just the alien robot stars from the previous movies. In the latest blockbuster sequel, which opens on Thursday, household Chinese brand names loom large as part of an unprecedented product placement push.
Sam, the protagonist played by Shia LaBeouf, appears in a T-shirt from Meters/bonwe – a mid-level clothing retailer well known to many young Chinese and one of four Chinese brands to appear in the film.
The Chinese branding campaign is the largest so far in any single Hollywood movie, highlighting Chinese companies’ determination to go global and also use global marketing techniques to raise their domestic profiles.
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