ๆ้ณๆบๆๅ ญๅคงๅฝฑ่งๅ ฌๅธ๏ผๆจๅบ่ง็่ฎกๅๅฉๅ็ตๅฝฑๅฎฃๅ โ Douyin
What happened: Short video app Douyin announced a strategic partnership named โProject Visionโ on Apr. 19 with six Chinese film companies to better promote their movies, including Edko Films, Wanda Media, Alibaba Pictures, Beijing Enlight Media, New Classics Media, and Emperor Motion Pictures. The partnership, which will include more than 40 movies in the upcoming year, includes promotional efforts such as movie-related short video challenges and in-app events that use movie soundtracks.
Why itโs important: The partnership could help the film companies leverage Douyinโs massive user baseโself-reported daily user figures reached 250 million as of end-2018โto reach younger demographics. The use of Douyin as a promotional tool could also further expand the short video appโs influence in the entertainment landscape. However, it may be difficult to measure the impact of such promotions on peopleโs willingness to go to cinemas.
