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Disney pacts with China’s Youku Tudou to market Marvel films online

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MUMBAI: Disney and China’s online video platform Youku Tudou have partnered, wherein the latter will be the exclusive online movie marketing platform in China for Marvel collection of movies and TV series.

Youku Tudou will drive online marketing through promotion of trailers, online ticketing, live events and original programming dedicated to silver screen movies.

Youku Tudou's strength as the leading online movie marketing platform in China comes from its market position. Leveraging its 500 million unique monthly users across screens, marketing efforts are able to disseminate across Youku Tudou's media and entertainment ecosystem resulting in greater audience impact than traditional offline movie advertising.

Disney and Marvel titles resonate with Youku Tudou's audience with over 530 million cumulative views of titles across movies, television series, trailers, Youku Tudou original productions, and live-streaming.

Online marketing efforts contributed to boosting the box office revenue of Avengers: Age of Ultron, Guardians of the Galaxy and in the case of Captain America: The Winter Soldier, to almost 800 million, compared to 80 million RMB of the previous installment of the franchise in China. The trailers and Youku Original productions for Captain America: The Winter Soldier and Guardians of the Galaxy have over 41 million cumulative views with over 15.8 million combined movie VOD views on the Youku Tudou platform. The Avengers: Age of Ultron trailers and Youku Original productions have received over 25.7 million cumulative views with the movie currently in theaters.

“We are committed to expanding our media and entertainment ecosystem by working with strong partners. These partnerships, like the one with Disney, are multifold and give Youku Tudou the opportunity to use its strengths to further its business model and drive future revenue streams through high-quality content, innovative marketing efforts, and merchandising channels,” said Youku Tudou chairman and CEO Victor Koo.

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