Tencent Partners on China Release of 'La La Land'

Dale Robinette/Lionsgate
La La Land

The Chinese Internet giant will leverage its massive media and entertainment platforms to help market the movie.

After having to apologize over a sexual harassment scandal last week, Chinese technology giant Tencent is back to dealmaking.

The Internet conglomerate's budding film company, Tencent Pictures, has agreed to serve as a strategic marketing partner for the upcoming release of Lionsgate's La La Land in China.

China's film regulators gave La La Land the green light for a local release last week. The film is being brought into China as a "flat-fee" title, meaning Lionsgate sold the distribution rights for a set sum and will not have a share in the local revenue.

China Film Co. is handling distribution, with Shanghai-based Baian Film and Joy Pictures also doing marketing.

The Chinese partners are positioning Damien Chazelle’s modern musical to appeal to the date crowd. The film will open on Valentine's Day, Tuesday, Feb. 14.

Tencent Pictures had a similar partnership arrangement with Legendary Entertainment last year for the Chinese release of Warcraft, which went on to become the second-biggest U.S. film of the year in the country.

Tencent owns and operates China's largest messaging and social media services, QQ and WeChat, both of which count hundreds of millions of active users. It also has an array of popular gaming, video, music and media platforms.

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