Aryl À halide bond activation and coordination of unsaturated substrates are key steps in many metal-mediated carbonÀcarbon bond-forming reactions. [1, 2] Numerous experimental and computational studies have been reported on these processes.[3] The electronic nature of the reactants is known to affect both steps. In particular, an electron withdrawing group (EWG: e.g., CF 3 , CN, NO 2 ) makes the C aryl À halogen bond more ionic, weakens this bond, and therefore increases the rate of the bond activation (Scheme 1, x = 0). [4] Such EWGs strengthen metalÀolefin bonds by increasing the p-backbonding between the metal center and the carbon À carbon double bond of the substrate.[5] How would the activation of aryl À halide bonds be affected if the same substrate also contains a carbon À carbon double bond capable of interacting with a metal center (Scheme 1, x = 1)? We have shown that halogenated arylarenes are versatile systems ideal for studying coordination chemistry coupled with aryl-bond activation. For instance, the reaction of MA C H T U N G T R E N N U N G (PEt 3 ) 4 (M = Ni, Pt) with a halogenated substrate results in h 2 -coordination to a -C=C-or -N=N-moiety, followed by "ringwalking" of the metal center, yielding the product of arylÀ halide oxidative addition. [6][7][8] However, partially fluorinated substrates kinetically prefer aryl À halide bond activation. [9] Thus, the metal center can be selectively directed to a specific site by varying the electronic properties of the reactants.We observe in the stilbene systems presented here that h 2 -coordination of the platinum center to a -C=C-unit is kinetically preferable over metal insertion into the carbonÀhalide bond regardless of the electronic properties of the substrate (Schemes 1 and 2). Nevertheless, the substituents of the stilbenes play a dominant role in the overall process. The reactivity trend is opposite from that of other aryl halides: The substrates with electron-deficient substituents are transformed much slower in the products of arylÀbromide activation than in those with electron-donation groups (EDGs). The overall reactivity is controlled by the coordination of the ligand to the metal center, whereas the activation of the aryl À Br bond is the rate-determining step. These findings are in good agreement with DFT calculations.A series of reactions with stilbenes 1-7 and PtA C H T U N G T R E N N U N G (PEt 3 ) 4 were used to explore the role of substrate coordination on arylÀhalide activation. Reaction of a stoichiometric amount of PtA C H T U N G T R E N N U N G (PEt 3 ) 4 with a stilbene (1-7) in THF results in the formation of complexes 8-14, respectively, by h 2 -coordination of the metal center to the central carbon À carbon double bond (see the Supporting Information for details). No products indicative of aryl À halide bond activation were observed by 1 H and 31 P{ 1 H} NMR spectroscopy prior to the formation of these complexes. The complexes 8-14 were characterized by NMR spectroscopy. In addition, complexes 9-12 and 14 were iso...