Wanda Cinema Line partners with Coca-Cola China

Wanda Cinema Line partners with Coca-ColaChina

Updated: 2013-10-22 18:57

( chinadaily.com.cn)

0023ae606c3e13d09ee912Wanda Cinema Line and Coca-Cola China announced a strategic marketing and beveragesupply agreement on October 22, 2013, starting to provide Coca-Cola’s soft drinks to the 119cinemas of Wanda Cinema Line, the largest movie chain in China. The partnership will focus oninnovations that bring excitement to the movie-going experience both in the cinema andthrough customized social media, events, micro-films, mobile and more.

“Few things are more fun than enjoying the latest movie with an ice-cold Coca-Cola in yourhand along with your family and friends,” said David G. Brooks, Chairman of Coca-ColaGreater China and Korea. “We know that film fans are passionate about entertainment and areeager for new ways to enjoy their favorite movies. We will be creating innovative experiences tobring people closer to the films they love and enhance their visit to the cinema.”

The partnership between Coca-Cola China and Wanda Cinema Line will involve three areas:market development, brand promotion, and CSR initiatives. The agreement provides marketingopportunities for Coca-Cola including concession and marketing opportunities as the Companydelivers a quality beverage program to Wanda. In addition the two partners will also worktogether and utilize young people’s favorite social networking platforms such as their respectiveofficial Weibo accounts and WeChat channels as well as Coca-Cola’s icoke.com and thewebpage of Wanda Cinema Line to launch a range of lively and interesting marketing events,for instance, micro films and customized products.

“Wanda Group has positioned the culture industry as our pillar business in recent years, andWanda Cinema Line has played an important role in our efforts to develop the culture industry,”said Mr. Jerry Ye, Vice President of Wanda Culture Group. “Coca-Cola is a partner thatunderstands the passion that people have for movies and will help us create strong marketingprograms that will recruit loyal consumers and deliver excitement.”

Having attracted a huge number of young customers and built a leading brand image, WandaCinema Line not only is the largest cinema chain in China, but also represents cinemas of themost dynamic and innovative spirit. This is very similar to Coca-Cola, which is also one of thekey reasons that bring these two companies together and build the strategic partnership ratherquickly.

The partnership between Coca-Cola China and Wanda Cinema Line is not only limited to thefield of marketing. Taking advantage of their respective brand influences, the two companieshave also actively participated in public welfare undertakings together. In July this year, Coca-Cola China, Wanda Cinema Line and the One Foundation jointly launched the 2013 OneFoundation Video Festival. About 120 Wanda cinemas across the country played relevantvideos during the pre-movie advertising period for event promotion.

In the next three years, the two companies will continue to join hands with the One Foundationto build China’s first nonprofit cinema: Outstanding domestic and foreign public welfare themedmovies and documentaries will be played there, with the tickets and related incomes all going topublic welfare programs. While holding the video festivals in over 30 cities, a “Mobile Cinema”will be introduced to play public welfare themed movies on the go, and to bring more happinessto children in rural communities.


About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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