Youku Tudou teams up with Marvel to market in China

The Walt Disney Studios has appointed China’s leading video platform Youku Tudou as the exclusive online movie marketing platform in China for its Marvel collection of movies and TV series.

Youku Tudou will exclusively market the studio’s properties to more than 500 million unique monthly users across various screens through trailers, online ticketing, live events and original programming dedicated to feature movies.

“We are committed to expanding our media and entertainment ecosystem by working with strong partners,” said Victor Koo, chairman and CEO of Youku Tudou.

“These partnerships, like the one with Disney, are multi-fold and give Youku Tudou the opportunity to use its strengths to further its business model and drive future revenue streams through high-quality content, innovative marketing efforts, and merchandising channels.”

Through the partnership with Youku Tudou, Disney’s blockbuster Captain America: The Winter Soldier earned box office receipts of close to RMB800 million (US$116 million), increased  by 10 times compared to the previous installment of the franchise in China.

Trailers and Youku’s own original productions for Captain America: The Winter Soldier and Guardians of the Galaxy  had over 41 million cumulative views with over 15.8 million combined movie VoD views on the Youku Tudou platform.