Thanks to this campaign and the other efforts from these media groups, Star Trek Beyond ended up scoring the top spot on the international box office chart.
As an added bonus, Happy Camp’s co-host Xie Na and her husband Zhang Jie have a huge following on the social media site Weibo, allowing them to plug the movie even further, with Zhang acting as the “film’s Chinese ambassador.”
As reported by Deadline, Star Trek Beyond’s China showing was backed by Alibaba and Huahua Media, who created a targeted promotional campaign to get moviegoers in the country excited for the movie.
This included dedicating an entire episode of the popular variety series Happy Camp to the movie, where stars Chris Pine, Zachary Quinto and Zoe Saldana showed up to participate.