The Chinese Internet and social media conglomerate Tencent is partnering with Lionsgate as the Golden Globe winner "La La Land" preps for release in mainland China. The film will be released on Valentine's Day, Tuesday, February 14, 2017.

Headquartered in the Nanshan District, Shenzhen, Tencent has subsidiaries that provide media, entertainment, internet, mobile phone value-added services and work on online ad services for the large Chinese crowd. Aside from being one of the world's biggest Internet providers, Tencent also owns China's popular messaging and social media services, QQ and WeChat.

The Lionsgate film which garnered a record-breaking seven wins by a film in the Golden Globes has already gotten the official green light for local distribution from China's film regulators. The deal seems to be a strategic one at the same time as Tencent looks like it will not own an equity stake while it markets the film starring Emma Stone and Ryan Gosling. La La Land is set to be brought into China on flat fee terms. Essentially, Lionsgate gave away the distribution rights for a set sum, hence, will not be entitled to having a share in the Chinese revenue. China Film Co. will handle the distribution of the film, supported by Shanghai-based Baian Film and Joy Pictures for marketing efforts.

Posters and trailers for the film have already been made available earlier this week. The title of the Damien Chazelle modern musical has been translated into Chinese as "爱乐之城" or Aiyue Zhicheng, which more or less means "Music Lovers' City." The director, together with its male star, Ryan Gosling will be headed to China sometime in late January for the promotion of the film. The female lead Emma Stone may not be attending with them due to a conflict of schedules.