With the massive popularity of the Transformers movie in China, I thought it would be appropriate to highlight some community activities the movie has inspired as an introduction to our newest CIC watch. In one of the CIC watch articles highlight the phenomena "Group Watch (团看)" which is similar in some ways to "Group Purchase (团购)". With Group Watch, participants can gain free admission to the movie or at least a discount.

I have pasted the article below.

“Group watch” part of Chinese net culture“团看”是一种文化

Transformers is the most popular movie recently. We find many passionate fans have organized a“group watch” through BBS. As we see in the verbatims and pics below from DVD288, a DVD/Movie fan BBS, a forum administrator arranged a successful “group watch” which attracted around 80 participants with a 40% discount off the normal price.

Sample Quote
这次团看确实厉害。。。人超多。。。 (link)
What a wonderful “group watch”. So many people.
下次有这样的活动一定参加啊~~~ (link)
I must join in this kind of activity next time.

Companies also participating/sponsoring “group watch” 公司也能融入“团看”

Also on DVD288, AVSTYLE, a sound system (i.e. surround sound) sales agency organized another “group watch”. People who had purchased a system from AVSTYLE got into the Transformers for free.

Sample Quote
不错，好活动啊，再组织一次“哈里波特”吧 (link)
Great, it is a good activity. What about organizing another “group watch” for Harry Potter?
恭喜恭喜，盛况空前阿 (link) / Congratulations! This is an awesome activity.

CIC View
In this case, “Transformers” is the current hot topic online while “group watch” is typical Chinese net culture.

Although AVSTYLE is a small sales agency, it is giving big brands a good lesson on how to participate into the e-community and consumers’ real life through leveraging the net culture and hotspot.

Below is a screen shot of the index for the full CIC watch report.

Other CIC watch related posts that may be of interest:

CIC Watch Half-Year Review released (download the full report)
CIC watch: "You" - Time's Person of the Year - also lives in China (download the full report)