Wanda Cinema Line and Coca-Cola China announced a strategic partner agreement on October 22, 2013, providing Coca-Cola's soft drinks to the 119 cinemas of Wanda Cinema Line, the largest movie chain in China. [Photo / Provided to chinadaily.com.cn]

Wanda Cinema Line and Coca-Cola China announced a strategic marketing and beverage supply agreement on October 22, 2013, starting to provide Coca-Cola's soft drinks to the 119 cinemas of Wanda Cinema Line, the largest movie chain in China. The partnership will focus on innovations that bring excitement to the movie-going experience both in the cinema and through customized social media, events, micro-films, mobile and more.

"Few things are more fun than enjoying the latest movie with an ice-cold Coca-Cola in your hand along with your family and friends," said David G. Brooks, Chairman of Coca-Cola Greater China and Korea. "We know that film fans are passionate about entertainment and are eager for new ways to enjoy their favorite movies. We will be creating innovative experiences to bring people closer to the films they love and enhance their visit to the cinema."

The partnership between Coca-Cola China and Wanda Cinema Line will involve three areas: market development, brand promotion, and CSR initiatives. The agreement provides marketing opportunities for Coca-Cola including concession and marketing opportunities as the Company delivers a quality beverage program to Wanda. In addition the two partners will also work together and utilize young people's favorite social networking platforms such as their respective official Weibo accounts and WeChat channels as well as Coca-Cola's icoke.com and the webpage of Wanda Cinema Line to launch a range of lively and interesting marketing events, for instance, micro films and customized products.

"Wanda Group has positioned the culture industry as our pillar business in recent years, and Wanda Cinema Line has played an important role in our efforts to develop the culture industry," said Mr. Jerry Ye, Vice President of Wanda Culture Group. "Coca-Cola is a partner that understands the passion that people have for movies and will help us create strong marketing programs that will recruit loyal consumers and deliver excitement."

Having attracted a huge number of young customers and built a leading brand image, Wanda Cinema Line not only is the largest cinema chain in China, but also represents cinemas of the most dynamic and innovative spirit. This is very similar to Coca-Cola, which is also one of the key reasons that bring these two companies together and build the strategic partnership rather quickly.

The partnership between Coca-Cola China and Wanda Cinema Line is not only limited to the field of marketing. Taking advantage of their respective brand influences, the two companies have also actively participated in public welfare undertakings together. In July this year, Coca-Cola China, Wanda Cinema Line and the One Foundation jointly launched the 2013 One Foundation Video Festival. About 120 Wanda cinemas across the country played relevant videos during the pre-movie advertising period for event promotion.

In the next three years, the two companies will continue to join hands with the One Foundation to build China's first nonprofit cinema: Outstanding domestic and foreign public welfare themed movies and documentaries will be played there, with the tickets and related incomes all going to public welfare programs. While holding the video festivals in over 30 cities, a "Mobile Cinema" will be introduced to play public welfare themed movies on the go, and to bring more happiness to children in rural communities.