TCL Corporation held the opening ceremony of its brand pavilion TCL Square at the TCL Hollywood Chinese Theatre in Los Angeles. The ribbon-cutting event took place on the afternoon of January 1st and was attended by Liang Qichun, assistant president and general manager of the Brand Management Center at TCL Corporation, as well as TCL Chinese Theatre co-chairmen Donald Kushner and Elie Samaha. The opening of TCL Square is the next important step in TCL’s resolution to become a household word worldwide. TCL will participate in the 2016 Consumer Electronics Show (CES) from January 6th to January 9th, 2016.
TCL Square opens at the TCL Chinese Theatre
TCL Square, located along the left side of TCL Chinese Theatre’s vestibule, will showcase Hollywood’s image culture, provide visitors with an opportunity to experience the handprint ceremonies and sell theatre-related derivatives. Mr. Liang explained that TCL Culture and Media worked with the TCL Chinese Theatre to design and develop a range of interesting derivative gifts with TCL’s characteristics in a move to address the demand fortourist souvenirs from the millions of people who visit the theatre every year. TCL has integrated its products into the design of TCL Square in an innovative and attractive way, creating interactive displays, roller washing machine-shaped pendent lamps and lockers designed with refrigerator door-shaped elements. The on-site sale of tourist souvenirs will help spread TCL’s brand and the theatre’s culture to every corner of the world.
TCL Square provides theatre visitors from every corner of the globe with an opportunity to experience the famous Celebrity Handprint Ceremony on the Hollywood Walk of Fame through the virtual electronic handprint equipment installed on site by TCL, a new addition to the theatre that is expected to come as a pleasant surprise to the visitors. It is another milestone for the TCL Chinese Theatre following the installation of the world’s largest laser IMAX screen. TCL will continue to transform the 88-year–old theatre with the firm’s advanced products and technologies.
In January of 2013, TCL purchased the naming rights to the theatre and renamed it the TCL Chinese Theatre. The milestone event reflects a new stage of cooperation between top Chinese brands led by TCL and the international entertainment sector and brings the Chinese company’s global strategy to a new level. With the title sponsorship, TCL helped transform the interior and exterior of the theatre as well as upgrade the facilities, including updates of the LCD and LED digital displays, electronic posters and promotion screens. The renewed long-standing theatre provides travelers worldwide with a new experience, allowing them to imagine the future. It is in line with TCL’s ongoing strategy of creating a brand that is “young, stylish and international.”
The TCL Chinese Theatre is located next to the famous venue for the annual Academy Awards ceremony as well as for manyHollywood and global film events. Premieres and film festivals are held at the theatre almost weekly, and the red carpet now widely used in international film events had its origin here. The TCL Chinese Theatre is renowned for the celebrity handprint ceremonies held in its forecourt. Over the past 85 years, over 200 film stars, including Marilyn Monroe, Johnny Depp, Brad Pitt and George Clooney, have left their hand and footprints there. The TCL Chinese Theatre has become the venue of pilgrimage for every movie fan the world over and a must-see destination for any tourist visiting Los Angeles.