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SINGAPORE, 14 May 2014 – TCL, one of the leading players in the global TV industry, is proud to partner with Twentieth Century Fox as the Presenting Sponsor of all of the Premieres of “X-Men: Days of Future Past” around the world. This marks another major step in TCL’s transformation from being a traditional electronics manufacturer to a global multimedia entertainment technology enterprise.

By sponsoring what promises to be the biggest movie of the year, TCL positions itself as a global leader in entertainment marketing. TCL had a strong red carpet presence at the world premiere in New York on May 10, and will maintain that presence through global events in Beijing, Sao Paulo, Moscow, London, Paris, Melbourne and Singapore. Cast members Hugh Jackman, Jennifer Lawrence, Michael Fassbender, James McAvoy, Patrick Stewart, Ian McKellen, Peter Dinklage, Ellen Page, Nicholas Hoult, Fan Bingbing and Omar Sy headlined the star-studded New York event before embarking on the worldwide promotional tour.

“Entertainment marketing is a key part of our globalization strategy and our transformation into a multimedia entertainment technology enterprise,” said TCL Multimedia CEO E Hao. “With Twentieth Century Fox and ‘X-Men: Days of Future Past’, we believe we have the perfect partner to reach out to a global audience and create an emotional connection with the younger generation.”

Over the next five years, TCL will shift its revenue model from being product-driven to being split evenly between products and services, and has set an ambitious goal to build a user base of over 100 million home subscribers and 100 million mobile users. TCL will build on its existing strengths in entertainment marketing to provide top-notch live-streaming content through its smart TV terminals, including the new TCL Roku TVs available in the US market and the TCL-iQIYI TVs in China. TCL has also entered a joint venture agreement with IMAX to design, develop and manufacture a premium, fully integrated home theatre system that is expected to launch in China and select other global markets in 2015. With “X-Men: Days of Future Past”, TCL will take its entertainment marketing to the next level by leveraging a powerful social media campaign to build the foundation for long-term fan engagement.

“We’re very excited to have this opportunity to work with TCL on one of our most important film franchises,” said Anna Roca, SVP International Promotions at Twentieth Century Fox. “This is a film with worldwide appeal and we feel TCL’s global ambitions align well with the reach and popularity of the X-Men universe.”

Throughout the campaign, TCL’s Facebook page will curate the best X-Men content from Twentieth Century Fox and around the world. It will also feature videos, posts and updates from TCL’s team of YouTube all-stars who will act as “reporters” from the red carpet at the premiere. TCL is very excited to be working with YouTube celebrity Ryan Higa, who will represent TCL to his fan base. TCL will work with additional online influencers including Grace Randolph of “Beyond the Trailer” to generate maximum fan engagement surrounding the premieres. TCL will also hold a “Biggest X-Men Fan” challenge on the TCL Facebook page (www.facebook.com/TCLTV). X-Men fans around the world can keep up to date on all this content by liking the TCL Facebook page for regular updates.

TCL has previously sponsored films such as “Transformers 3”, “The Avengers”, “The Dark Knight Rises”, “Cloud Atlas”, and “Iron Man 3”, and in 2013 bought the naming rights to the landmark Chinese Theatre in Hollywood. Entertainment marketing has helped TCL to build brand equity globally, and to create an emotional connection with a younger generation.