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Transformers 4 screened in China, audiences were surprised - and often cynical - when they saw Chinese brand products embedded in the movie along with Chinese faces and landmarks.


"As long as you are not vilifying China - be it a brand, a place or an actor - it gives the audience a feeling of familiarity. It is a sign of a culture becoming stronger," argues Liu Siru, founder and CEO of Filmworks China, after waves of online mockery saying the Chinese cameo roles added nothing to the storyline.


Filmworks Cheap Jerseys China , a Beijing-based marketing firm that promotes movies and merchandise in China, arranged the first Chinese product placement in a Hollywood film.


Liu's six years working for the US motion picture giants enabled her company to connect Chinese brands with Hollywood filmmakers.


She began building a network of contacts and learned about moviemaking when she worked as an associate producer on Kung Fu Hustle, a Hong Kong action comedy co-produced and distributed by Columbia Pictures.


The MBA and journalism graduate left the US for China in 2006 and worked at Orange Sky Golden Harvest, a film production, distribution and exhibition company based in Hong Kong.


She says she had no intention of working in product placement, but "when there's a need on both sides Cheap Jerseys Discount , it's quite silly not to take the opportunity".


Her opening came when she was approached by a friend who wanted to place Metersbonwe fashion products in Transformers 2.


Liu knew the filmmaker and helped with the negotiations, enabling the brand logo to feature in the science