TV maker TCL is taking its brand to the next level via a global promotional campaign with the movie, ‘Mission: Impossible – Rogue Nation.’ The film-themed marketing activities will be held in territories around the world, and continue ahead of the September 8 release of the film in China. The movie stars Tom Cruise and was recently released in the US on July 31.

TCL Mission Impossible

The association of TCL with the movie began during production of the film, by providing products that can be seen in various scenes in the movie.

“Entertainment marketing is a key part of our globalisation strategy and is essential for our transformation into a multimedia entertainment technology enterprise,” TCL Multimedia Overseas Business Center, general manager Warren Wang said.

“We believe that Paramount, Skydance and “Mission: Impossible – Rogue Nation” will be the perfect partner to help reach a global audience and enhance our tie with the younger generation.”

TCL said in a statement that the company had recently attempted to enhance its global entertainment marketing as the company transformed from a conventional TV manufacturer into a multimedia entertainment technology enterprise and expanded its global presence.

The company said that, entertainment marketing had helped TCL to build brand equity globally, especially among the younger generation. In 2013, TCL bought the naming rights on the landmark Chinese Theatre in Hollywood. Along with that, TCL had previously sponsored movies such as Iron Man 3, The Avengers, Transformers 3, and X-Men: Days of Future Past.

“We are so thrilled to have TCL as our global partner for the release of ‘Mission: Impossible – Rogue Nation,’” Paramount Pictures president of Worldwide Marketing Partnerships & Licensing Lee-Anne Stables said. “It is an exciting brand with a global reach that is helping us build excitement for the film audiences worldwide.”

In order to provide more diversified entertainment content and smart TV experiences for the users, TCL has developed GoLive, a revolutionary international video entertainment platform that delivers a diverse selection of licensed live content from quality TV stations around the world. It has also partnered with leading content providers such as iQIYI, Tencent Games and Roku, and as a result launched TCL iQIYI TV and TCL Roku TV.

Apart from the abundant contents, TCL is also leveraging its R&D strengths and innovation capabilities to bring better entertainment and smart TV experiences to the users. For example, its latest products H9700 and H8800 are both equipped with world-class display and acoustic technologies, including Quantum Dot display (H9700)/Curved Surface (H8800) and Wide Colour Gamut technology to guarantee ultra high definition and vivid colours, Harman/Kardon speakers to generate an unprecedented immersive experience in sound, along with a Nordic design of the TV set.

TCL Corporation is one of the largest consumer electronics companies in China and currently ranked No. 4 in LCD TV shipment, No. 5 in LCD panel manufacturing and No. 6 in mobile phone shipment on global basis. In Q1 2015, TCL’s sales revenue stood at US$3.9 billion, with TCL Multimedia contributing US$1.1 billion, or 28%. TCL Multimedia recorded a net profit of US$6.18 million in Q1 2015, up 184.6% year-on-year.