Much like Rihanna’s collaboration with STAR TREK BEYOND earlier this year, the rollout of the newest Star Trek film is also getting a special accompaniment for its Chinese debut next month.
Chinese pop star Zhang Jie (sometimes credited as Jason Zhang)’s new track, “Lost in the Stars,” will serve as the film’s official theme song in China, just part of the collaboration between Paramount Pictures and Chinese investor Huahua Media – he even got his own character poster, much like those featuring the BEYOND cast.
In addition to Zhang’s participation, an episode of blockbuster Chinese variety show Happy Camp is being run specifically to help market BEYOND to the local audience – a show that reaches a remarkable 200 Million viewers per week.
The show’s host, Xie Na, also has the largest number of followers on Chinese social media platform Weibo – sort of a hybrid of Twitter and Facebook – over 85 Million. Zhang Zie, who is also Xie’s husband, has 35 Million of his own followers, making them a huge force in that country’s entertainment arena.
As a significant Chinese investor of STAR TREK BEYOND, Huahua Media partnered with Happy Camp to produce one episode featuring the movie. This special episode aims to culturally integrate interviews with the cast of STAR TREK BEYOND and to localize the promotional materials for the film’s target market.
It will consist of Happy Camp’s scripted segments produced at Paramount Pictures, exclusive cast interviews with the show’s two star hosts Xie Na and Li Weijia, and a Star Trek fan event set to be taped in China and localized for Chinese audience.
“Xie Na and Zhang Jie are the power couple in China’s entertainment industry and we strategically invited them to get the in-person experiences with STAR TREK BEYOND,” Kefei Wang, CEO at Huahua Media said. “We want our audience to know more about this classic Sci-Fi franchise through Xie and Zhang’s voice. This is the first time Happy Camp is coming to America and attending a movie premiere to promote a major studio film’s release in China.”
STAR TREK BEYOND opens in wide release September 2 in China, but the cast of the film spent a few days last week in-country for the official Chinese premiere and a several-city tour to promote the movie, including a fan screening in Beijing on August 18.
— StarTrekChina (@startrekchina) August 18, 2016
During a question-and-answer session during the Chinese press tour, the film’s co-writer Simon Pegg let slip a few behind-the-scenes details, including that the planet Altamid is named after his daughter Matilda, and that Commodore Paris, played by Shohreh Aghdashloo, was in fact a nod to Tom Paris of Star Trek: Voyager.