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    July 12, 2018 11:10 AM HKT

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    By Liu Wei and Wong Lok Yee


    BEIJING, July 28 (Xinhua) -- When "Transformers 4" screened in China,audiences were surprised - and often cynical - when they saw Chinese brand products embedded in the movie along with Chinese faces and landmarks.


    "As long as you are not vilifying China - be it a brand cheap air max 96 , a place or an actor - it gives the audience a feeling of familiarity. It is a sign of a culture becoming stronger," argued Liu Siru, founder and CEO of Filmworks China, after waves of online mockery saying the Chinese cameo roles added nothing to the storyline.


    Filmworks, a Beijing-based marketing firm that promotes movies and merchandise in China cheap air max penny 1 , arranged the first Chinese product placement in a Hollywood film.


    Liu's six years working for the U.S. motion picture giants enabled her company to connect Chinese brands with Hollywood film-makers.


    She began building a network of contacts and learned about movie-making when she worked as an associate producer on Kung Fu Hustle, a Hong Kong action comedy co-produced and distributed by Columbia Pictures.


    The MBA and journalism graduate left the U.S. for China in 2006 and worked at Orange Sky Golden Harvest, a film production, distribution and exhibition company based in Hong Kong.


    She says she had no intention to work in product placement, but "when there's a need on both sides cheap air max 360 , it's quite silly not to take the opportunity."


    Her opening came when she was approached by a friend who wanted to place Metersbonwe fashion products in "Transformers 2".


    Liu knew the film-maker and helped with the negotiations, enabling the brand logo to feature in the science fiction hit, marking the first appearance of a Chinese brand in a Hollywood blockbuster.


    She set up Filmworks in 2010 and started working on the placement of Chinese brands in Transformers 3, when the company was only a team of four.


    Product placement normally starts with script analysis, when Filmworks identifies what kinds of products could be placed in which scenes before approaching clients and asking if they will agree to the placements.


    "But this rarely happens in Hollywood blockbusters because only a handful of people can read the script cheap air force 270 white ," says Liu.


    For major Hollywood films, Liu goes to the set and reads the script there - and is prohibited from taking notes.


    Directors have the final say on how a product appears, and Liu has her client's authorization to accept or reject the offer, but not the right to change the plot to present the product as the client wishes.


    Ensuring the product placement comes out as agreed is Liu's job.


    She usually goes to the studio and checks the effect of the placement frame by frame, where each frame is 124 second.


    Chinese brands are still discovering the potential of product placement in Hollywood films to target the China market.


    Liu watched "Transformers 4" in a cinema in the U.S. and found the foreign audience did not react to the appearance of Chinese brands as they did when they recognized Budweiser Light or Victoria's Secret in the movie.


    Chinese brands that want greater exposure to overseas audiences need vision and perseverance cheap air force 270 black , she says.


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