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Chinese cements media partnership

Variety inks deal with the Chinese Theaters

Variety has inked a deal with the Chinese Theaters that makes it the exclusive trade media partner for the Hollywood icon’s famous hand-and-footprint ceremonies.

“We are very excited to be working with the Chinese Theaters in this capacity,” Variety publisher Brian Gott said. “They have never had an exclusive trade media partner before, and we are honored to be their chosen partner.”

In addition to exclusive access and coverage of the hands-and feet-ceremonies, Variety will hold its award-season Screening Series at the Chinese 6 theaters.

“Variety has long been called the bible of show business and, like Grauman’s Chinese, a Hollywood institution,” said Alwyn Hight Kushner, prexy-COO of Chinese Theaters. “I can’t think of a more appropriate and long-overdue association.”

Earlier this year, Variety set an exclusive media partnership with the Hollywood Chamber of Commerce for its Walk of Fame activities.

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