A week after China’s TCL Group paid $5 million for naming rights to Hollywood Boulevard’s iconic Grauman’s Chinese Theatre, the company has moved to place its smartphones in Marvel Entertainment’s Iron Man 3, which has been filming in China. The company hopes to raise awareness of its smartphones in the global market dominated by Samsung and Apple, according to Bloomberg. The product-placement deal will have Robert Downey Jr.’s character Tony Stark using TCL products in his battle with the Mandarin. Real-world features such as handheld devices interacting with TV, will be replicated in the movie. In addition to phones and TVs, TCL also makes camcorders and appliances. Like its Chinese rivals ZTE, Huawei Technologies and Lenovo, TCL’s goal is to increase sales and brand credibility against better-known competitors.
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