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HTC One scores product placement in sequel to 'Captain America' movie

TAIPEI -- HTC Corp. has revealed that its flagship smartphone of 2013, the HTC One, will be seen in a sequel of Hollywood superhero movie “Captain America: The Winter Soldier,” which is set for release April 4 in the United States.

HTC has posted the movie's promotional photo on its U.S. official website, along with a caption that reads “Only the Best for the First Avenger/See the HTC One in Theaters April 4th.” It also includes the website address of the film's producer, Marvel Comics.

It remains unclear how the device will appear in the superhero movie.

This is not the first time HTC has tried to ramp up its brand awareness among consumers by teaming up with popular Marvel heroes.

In late 2013, HTC said its “Change” marketing campaign featuring actor Robert Downey Jr., the star of the “Iron Man” films, increased its advertising awareness by 12 percent and brand awareness by 15 percent in the markets in which the campaign was aired between last August and October.

HTC spent about US$1 billion on marketing last year, with 70-75 percent of the budget used to promote the HTC One and the flagship phone's variants, according to Ben Ho, HTC's chief marketing officer.

The company's promotional blitz, however, failed to boost its market share in the U.S., which fell to 6.7 percent at the end of October 2013 from 8 percent in July last year, according to data compiled by market research firm comScore Inc.

Shares in HTC edged up 1.34 percent to close at a three-month high of NT$151 (US$4.98) Monday in Taipei.

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