JD.com joins forces with Hasbro and Paramount Pictures for Transformers movie release
In a move that represents a collaboration among heavyweights in the fields of toys, retail and motion pictures, JD.com partnered with Paramount Pictures and Hasbro for the Chinese release of “Bumblebee,” the latest Transformers movie.
Jingdong, China’s biggest and most powerful retailer, rolled out a series of special promotions to mark the premiere of “Bumblebee” in the lucrative Chinese market. JD, founded by Richard Liu, sponsored a sales event known as “Super Bumblebee Day” to coincide with the opening of the film in China. During the promotion, members of the company’s huge customer base were able to take advantage of deals on merchandise linked to the “Bumblebee” movie. Hasbro and Panasonic were among the major companies participating in the sales event.
In addition to the big sales promotion, JD.com also unveiled numerous delivery vans and delivery packages with unique “Bumblebee” designs on them. The movie-themed vans and boxes were seen throughout China as part of the promotional effort by Jingdong.
The sixth installment in the wildly successful Transformers science fiction movie franchise, “Bumblebee” has emerged as a massive hit since its original release in December 2018. Directed by Travis Knight, the film stars John Cena, Hailee Steinfeld, John Ortiz, Jason Drucker and Pamela Adlon. After receiving overwhelmingly positive reviews from movie critics, the film generated substantial returns at the box office. So far, it has earned more than $400 million worldwide.
The plot of “Bumblebee” takes viewers back to Southern California in 1987. Bumblebee, the popular Transformers character, is now living in a junkyard in a beach town. Charlie, the character played by Hailee Steinfeld, is about to turn 18 and trying to make her way in the world. Charlie revives Bumblebee, and they set out on a series of adventures.
The partnership for the “Bumblebee” debut in China is just the latest collaboration between JD.com and Hasbro. The two powerhouses also joined forces in 2017 to release a short film, “Mission Red.” The plot of “Mission Red” concerned a battle in which Optimus Prime and Red Knight were working to protect a crucial fuel source in the Transformers universe. Red Knight is a Transformers character that is exclusive to Jingdong.
In this year’s celebration of the release of “Bumblebee” for Chinese audiences, JD.com is sponsoring no fewer than three separate short films featuring Red Knight. Panasonic and HLA, the Chinese menswear brand, are also participating in the promotion and the release of the three shorts.
Founded in 1998, JD.com has earned an exceptional reputation in the international retail field. JD.com has established itself as the biggest online retailer in China, the largest overall retailer in China, and the country’s top online firm in terms of revenue generated. The company boasts an active customer base of more than 300 million people worldwide. JD.com offers a vast array of products for sale, including clothing, cosmetics, mobile phones, consumer electronics, and fresh food. The firm is a member in good standing of the Fortune Global 500.