I dont know whether this is helpful or not, but I had a look at the flight yesterday...
They're using a Hainan Airlines plane (with their branding with a little "leased to Tianjin Airlines" bit on the front). I've only got two photos which aren't the best I'm afraid. The IFE isn't seat back. One thing which I noticed was how much more clean and tidy the plane seemed than most do, even after landing, throughout both economy and business cabins.
Photos:
http://imgur.com/a/RXDSO