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"Aftershock" director defends at Beijing premiere

07-15-2010 16:35 BJT

BEIJING, July 15 (Xinhuanet) -- Director Feng Xiaogang's film "Aftershock" has its Beijing premiere on Tuesday, and Feng defends himself against criticism of the product placements in his film, reports.

Brands of TV set, car, bank, sports gear and life insurance are specially mentioned in the film, and a particular Chinese wine brand is mentioned and displayed twice with different packages.

Audiences laughed at the film whenever they realized an advertisement appeared.

Insiders said the product placement in "Aftershock" was worth nearly 100 million yuan (15 million US dollars). Twice as much as in Feng's other film "If You Are the One" (2008).

Feng said the film industry is very weak in China compared with Hollywood. Box office revenue is the main part of film income. Product placement makes up a small part. DVD sales and distribution right sales to movie channels won't be more than 2 million yuan (300,000 US dollars).

Feng told the media that he believes product placement will exist in the film as part of the industry chain in the long term. Feng takes the wine brand as an example and explained: "It's an old brand and fits properly into the film's story. The collaboration between the film and the wine is quite helpful to both industries."

"Aftershock" had its national premiere on July 12 in Tangshan, Hebei Province, where the 7.8 magnitude earthquake happened in 1976. The movie will have a premiere press conference in other main cities. The disaster film made many local audiences wipe away tears.

"Aftershock" will open nationwide on July 22.

Editor:Jin Lin |Source: Xinhua

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