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| "Avengers: Age of Ultron," star Chris Evans promotes the camera on the Samsung Electronics' Galaxy S6 at the Conrad Hotel in Yeouido, Seoul. Samsung's mobile boss Shin Jong-kyun will watch the movie with his top aides in a Seoul theater early on Monday. / Korea Times file |
By Kim Yoo-chul
Senior Samsung Electronics executives will use Marvel's "Avengers: Age of Ultron" as part of marketing efforts amid a gradual recovery in Samsung's key smartphone business.
A spokesman said Sunday that handset division chief Shin Jong-kyun and his top aides would watch the movie at the Megabox in Samseong-dong, southern Seoul today at 8:20 a.m., Monday.
Megabox operates the nation's highest-grossing single theater in Seoul's wealthy Gangnam area.
Handset division head of strategy marketing Lee Sang-chul, global marketing chief Lee Young-hee and product strategy chief Nho Tae-moon will also see the movie.
About 70 reporters were also invited. Samsung said Shin would answer questions, but he would not hold an official Q&A session.
The spokesman said it was rare for senior company executives to watch a certain movie early in the morning, but added that Samsung was hoping to benefit from the popularity of the film.
The strategic global collaboration between Samsung and Marvel was mostly designed to integrate innovative Samsung technologies into the Marvel film, crafting one-of-a-kind mobile technology to be featured.
Off-screen, Samsung and Marvel are bringing a concept to Avengers fans, with Marvel-themed wallpapers, home screen icons, ring tones and more, all coinciding with the recently released Galaxy S6 and S6 edge.
When Samsung releases a strategic product, it normally teams with major entertainment studios to promote its technology and content.
Officials say the world's biggest smartphone manufacturer is focused on developing ways to offer its customers devices and services.
Samsung believes the partnership with Marvel will give it an opportunity to demonstrate its products, alongside Marvel's unparalleled creativity and story-telling.
After Samsung's recent struggles, investor relations chief head Robert Yi said he was confident of improved profits during the April-June period thanks to the solid sale of its two new handsets.
He said the flat-screen S6 was still on track in its target markets such as China, the U.S. and Europe.
The company is experiencing a supply shortage of the S6 edge because of better-than-expected popularity, he said.
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