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Variety Announces Second Sidewalk Media Partnership

Will this make Variety a more attractive acquisition target for the likes of Avenue Capital Group and Jay Penske?

Per an announcement this morning on the variety.com website, the trade publication has followed up its exclusive trade media partnership with the Hollywood Chamber of Commerce for Walk of Fame induction ceremonies with another curbside special-access arrangement. This time, it’s with Chinese Theatres:

Variety has inked a deal 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 Theatres 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.

The obvious Variety headline pun in this case is on full display, in the form of “Chinese cements media partnership.

[Photo of Robert Downey Jr. doing the Grauman's deed in 2009: Jaguar PS/Shutterstock.com]

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