Disney is boosting its promotion of the "Star Wars" franchise in China. (Photo : Getty Images)
Disney has kicked off its promotion of J.J. Abrams' "Star Wars: The Force Awakens" in China with storm troopers flocking to the iconic Great Wall.
The commencement of the film's marketing blitz comes after the final full trailer of the "Star Wars" installment was released earlier this week.
During the event, 500 Storm Trooper figures in a marching formation were displayed on the steps up to one of the landmark's guard towers. Red and blue light sabers, among other merchandise, were also handed out.
The Disney promotional event roused fans as it provided opportunities to take photos with the popular "Star Wars" icon.
"Star Wars: The Force Awakens" is slated to hit U.S. and other international theaters on Dec. 18.
However, the film's premiere in China, the world's second largest movie market, is yet to be disclosed.
Meanwhile, Disney is intensifying its efforts to promote the franchise and its well-loved characters--Princess Leia, Luke Skywalker and Lord Vader--in the country as none of the first six installments of "Star Wars" had been shown in Chinese theaters.
Tracking back history, when "Star Wars: A New Hope" was released in 1977, the country was just emerging from the Cultural Revolution and no Western entertainment landed the Chinese soil.
As part of the promotion, Disney and Century Fox inked a deal with Internet giant Tencent to let the Chinese market watch the "Star Wars" films via video streaming services.
Tencent has also dedicated an online platform for the classic film franchise, offering a wide array of "Star Wars" items to Chinese netizens.
