Lenovo, China's largest manufacturer of personal computers, is "sponsoring" a Bollywood movie in advance of making a push into the Indian PC market, published reports in India said today (Monday). The reports indicated that Lenovo had reached an agreement with director Madhur Bhandarkar to sponsor his forthcoming movie Corporate, in which the leading character will be seen endorsing Lenovo's products. It was not clear, however, whether the giant computer manufacturer -- the eighth largest in the world -- would be paying a product-placement fee or financing the entire film. A Lenovo Indian exec was quoted as saying that his company may become the first PC vendor in India to take the "movie route" to reach a mass audience in that country.



01/02/2006