The partnership will include more than 40 films between 2019 and 2020
Douyin, the social video app, wants to get on the big and small screens all over the world. The Chinese company, in fact, announced a strategic partnership called “Project Vision” with six Chinese film companies, in order to better promote their films, including Edko Films, Wanda Media, Alibaba Pictures, Beijing Enlight Media, New Classics Media and Emperor Motion Pictures.
In order to promote Chinese films around the world, the partnership, which will include more than 40 films in the coming year, proposes promotional initiatives such as short videos about films and in-app events that use movie soundtracks.
The partnership could give the desired results, especially among the very young
The partnership could help film companies exploit the massive number of daily self-reported users of Douyin, which has reached 250 million by the end of 2018, to reach younger demographics.
In this strategy, the use of Douyin as a promotional tool has a fundamental role, which could further expand the influence of the app with short videos in the entertainment scene. However, it may be difficult to measure the impact of such promotions on people’s willingness to go to theaters.
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