Alibaba’s planning a Singles Day TV event directed by one of China’s most famous filmmakers

Alibaba’s Singles Day sales are a national institution – the e-shopping day is practically a part of China’s culture at this point despite having only been introduced a few years ago. Now, Alibaba is making it even more like a holiday – Alibaba CEO Zhang Yong said Tuesday that this year the company will be putting on a massive television event for Singles Day eve (November 10).

The Singles Day gala is already being compared to the CCTV-run gala that airs each year in the countdown to the new lunar year and the beginning of Spring Festival. A sort of entertainment variety show that features singing, dancing, comedy, and general spectacle, the CCTV gala is often mocked but still widely watched. Alibaba’s Singles Day eve event may well be similar, but the company is bringing in some serious star power to ensure the show goes right: the program will be directed by famed film director Feng Xiaogang.

The show will be streamed live throughout the world as it counts down to the beginning of Alibaba’s Singles Day sale at midnight.

Beyond that not much is yet known about the program. The selection of Feng Xiaogang as director doesn’t reveal much about Alibaba’s plans because his filmography is very eclectic. He’s pulled off everything from serious drama (Aftershock) to goofy black comedy (Big Shot’s Funeral) to stylish action (A World Without Thieves) to romantic comedy (If You Are the One), so it’s hard to know what direction he might steer the Alibaba show.

But with a big name like that at the helm and Alibaba’s financial backing, you probably can safely assume that the program will pack some serious star power. Whether that will be enough to boost sales the next day is anyone’s guess, but it may not matter, as Alibaba seems to have no trouble setting records every time a new Singles Day rolls around.

(Source: Sina Tech)