Esquire Runway, which topped the mainland box office days after its release, is a film based on Esquire magazine China, which includes alliances with sponsors Cadillac, Louis Vuitton, Martell and L’Oreal (Media, 15 May).
Trends GM and associate publisher Shirley Zhang Xiao-dong said the strategy would be extended into TV for a launch of Cosmopolitan China early next year.
“I need half a year to prepare an interesting TV series, that is close to the white-collar public to let audiences understand the development of the luxury industry in China over the past decade,” said Zhang.
“European audiences may like documentaries, but Chinese audiences still prefer watching love stories.” The series is to roll out in Beijing, Shanghai and Guangzhou then into second and third tier cities, and satellite TV.
Esquire success spawns TV series
BEIJING - Following the success of the film Esquire Runway, China's Trends Group is preparing a new TV series based on another luxury fashion title - Cosmopolitan China.
