By Patrick Avenell

MELBOURNE, VIC: TCL Electronics, the TV brand best known for its partnership with leading sporting events, in now working with Paramount Pictures in association with the highly anticipated film Transformers: Dark of the Moon.

Consumers who purchase any TCL LCD or LED TV between 32 inches and 55 inches before the end of July 2011 will receive a free double pass to this film, the third in the Transformers film franchise. The previous two instalments grossed more than $1.5 billion worldwide at the box office.

This is a global deal, with TCL using Transformers: Dark of the Moon as part of its launch campaign for the brand in the United States and European markets. TCL has also secured product placement for its consumer electronics products in the film.

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Local general manager Paul Widdis said he was excited by this opportunity to help retailers promote the TCL brand and to encourage consumers to visit retailers. TCL is currently sold in Retravision, The Good Guys, WOW Sight & Sound and Bing Lee, amongst other groups and independents.

“We are extremely excited about this TCL partnership with Paramount. It will create great exposure for TCL branded television around the globe,” Widdis said. “Our Paramount promotion involves product placement in the movie along with the use of Transformers promotional material”.

“The movie, which is in 3D, will be in line with the launch of TCL’s new Passive 3D LED TV range into the market. We hope that enthusiasm from the partnership will add brand exposure through the film, and also spill over to strong TV sales in the Australian market.”

Hoyts is also running a promotion in conjunction with TCL, with three consumers who purchase tickets at Hoyts online site winning a TCL 3D TV. As with all promotions, readers should check the official terms and conditions of both promotions for all the finer details.

The use of the Transformers film franchise is Victorian Racing Club to sponsor the Melbourne Cup Carnival and with cricket to promote the TCL brand at various grounds.

Transformers: Dark of the Moon opens in Australia on 30 June 2011. It stars Shia LaBeouf, Patrick Dempsey, John Malkovich and Academy Award winner Frances McDormand.

Interesting side note: Shia is Hebrew for 'love' and LeBeouf is French for 'the beef', so his name translates as 'Love the Beef'.