Disney Pacts With Youku Tudou on Marvel Marketing Initiatives in China

Previous marketing efforts between the companies boosted the box office revenue of 'Avengers: Age of Ultron,' 'Guardians of the Galaxy' and 'Captain America: The Winter Soldier' in China.

Chinese Internet giant Youku Tudou is partnering with Disney on online movie and television campaigns in China for all of Marvel's properties, the company announced from Beijing on Tuesday.

The link up will see Marvel's superheroes, already incredibly popular in China, promoted online by Youku Tudou, including the promotion of trailers, online ticketing, live events and original programming dedicated to silver screen movies, the company said in a statement. 

In collaborating with Youku Tudou, Disney is working with the number one online video platform in China, the world's second biggest movie market. Youku Tudou claims it has 500 million unique monthly users across its various online brands 

In its statement, Youku Tudou says previous online marketing efforts contributed to boosting the Chinese box office revenue of Avengers: Age of Ultron and Guardians of the Galaxy. The company says that in the case of Captain America: The Winter Soldier effective marketing led to the box office climbing to almost $130 million (800 million RMB), compared to $13 million (80 million RMB) for the first Captain America film. 

The company added that 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.

Victor Koo, Chairman and CEO of Youku Tudou said: "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."

Jun. 8, 1:15 a.m. Updated with Youku Tudou clarification on the nature of the relationship with Disney. 

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