China's giant video platform Youku Tudou has teamed up with American multinational mass media and entertainment company Disney to become Marvel's exclusive online movie and TV series marketing partner in the country.
The agreement, according to Disney, includes promotion of trailers, online ticketing, live events and original programming dedicated to feature films.
“We are committed to expanding our media and entertainment ecosystem by working with strong partners," said Victor Koo, chairman and CEO of Youku Tudou, as quoted by Variety.
"These partnerships, like the one with Disney, are multi-fold and give Youku Tudou the opportunity to use its strengths to further its business model and drive future revenue streams through high-quality content, innovative marketing efforts, and merchandising channels,” Koo added.
In 2014, Disney has teamed up with Youku Tudou for the second Captain America film titled "Captain America: The Winter Soldier," wherein it earned a box-office hit worth almost $130 million (805 million yuan), in comparison to the $13 million (80 million yuan) of the first film.
The recently released "Avengers: Age of Ultron," in which the trailers were also made by Youku Original productions, has gained more than 25.7 million cumulative views, China Entertainment News reported.
Youku Tudou is a result of the merger of Chinese video hosting service sites Youku and Tudou in 2012 and is considered to be China's top video website with more than 500 million unique visitors monthly.
On the other hand, Marvel was acquired by Disney for $4 billion (24.7 billion yuan) in 2009 to be its limited liability company (LLC).
The Walt Disney Company, commonly known as Disney, is the world's second largest broadcasting and cable company in terms of revenue.