Director Michael Bay teams up with TCL for Transformers

MANILA, Philippines - Michael Bay, director of the now top-grossing Transformers: Dark of the Moon, made the “intelligent” choice when he personally chose to team up with TCL as the film’s international promotion partner.

Michael, together with Paramount Pictures, handpicked TCL as the international promotion partner for Dark of the Moon because of its creative and highly- impressive innovations in Intelligent 3D TV technology.

According to Michelle Mao, president of TCL North America, the US subsidiary of TCL Multimedia, Inc., the cooperation with Paramount and Michael was not accidental. Early in the filming, Michael, who for the first time worked in 3D and known to be strict in choosing the film partner, has conveyed the clear message to Paramount that the partner’s idea should be in accordance with Transformers 3 — technology vanguard and creative.

“They had talked with TCL for many times and then made this important decision. I think that TCL’s idea of continuous innovation and the technological products has touched Paramount and Bay, therefore TCL became the only television partner of choice for Transformers: Dark of the Moon,” she noted.

Via TCL’s revolutionary 3D TV home technology, Transformers: Dark of the Moon — which featured the use of 3D live action with computer-generated imagery — was previewed by fans worldwide in high-definition images and superb digital surround audio.

TCL Group Executive, Brand Management Center Liangqi Chun told in an interview that TCL’s partnership in Transformers: Dark of the Moon’s main purpose is to promote its Intelligent 3D TV. “Being relatively new, the 3D technology needs a new marketing concept which will emphasize the interactive experience. “We need more young people to have an extraordinary sensory experience that the brand appeal and Transformers 3 match the tone.”

As Asia’s pioneer maker of premium home entertainment solutions, earning the exclusive promotional partnership rights for the sci-fi adventure film is a huge opportunity for TCL to break into the international market, particularly in the US. This step is deemed to signal similar creative tie-ups that will expand TCL’s high-definition 3D home technology advantage to households all over the world.

“We are extremely excited about TCL’s partnership with Paramount. It will create great exposure for our brand around the globe,” said Mao.

Rated PG-13 and released by United International Pictures through Solar Entertainment Corp., Transformers: Dark of the Moon is now showing in theaters.