As Chinese Internet company LeTV expands its online selling business, two of China's best film directors, Tsui Hark and Zhang Yimou, will make a commercial for its brand new smartphones that would be released soon, the company announced during an event at the MasterCard arena on Tuesday.
Tsui and Zhang, together with "Empresses in the Palace" producer and writer Zheng Xiaolong, will showcase LeTV's new smartphone, which has an exclusive access to TV shows and movies, Beijing Times reported.
Established in 2004 by Jia Yueting, China's most admired entrepreneur and well known for his contributions to the Chinese media and creative industries, LeTV sells world-class smart products like tablets, TVs, cinema equipment, computers, electric cars. Their venture into smartphones is a recent endeavor.
LeOS mobile, LeTV's own operating system, is considered as “the first systematic content and service operating system in China" as it combines the company's services, contents, applications and devices, enabling customers to experience an extraordinary one-stop Internet experience, the online company said.
Zhang Yimou is an award-winning Chinese film director, producer, writer and actor, and former cinematographer who is behind China's remarkable films like "Raise the Red Lantern," "Hero," "House of Flying Daggers," and "Coming Home," which is his recent historical drama.
The Summer Olympic Games held in Beijing in 2008 which was commended worldwide was also directed by Zhang.
In 2013, the director became the artistic supervisor of LeTV's filmmaking associate, LeVision, which is one of the investors of Zhang's upcoming movie, “The Great Wall.”
Tsui, on the other hand, is a Vietnamese-born film director, producer and screenwriter based in Hong Kong. He is dubbed as "one of the masters of Asian cinematography."
Some of Hong Kong's hit movies such as "Detective Dee and the Mystery of the Phantom Flame," "Flying Swords of Dragon Gate" and "Young Detective Dee: Rise of the Sea Dragon" were directed by Tsui.