1st Hol­ly­wood mega-hit in China

China Daily (Canada) - - ACROSS AMERICAS -

ac­qui­si­tion to be viewed as suc­cess­ful. So Wanda is pulling out all the stops to make sure the first movie re­leased in China un­der the ac­qui­si­tion should not sur­prise any­one,” he said.

The War­craft games are al­ready pop­u­lar in China, but the stu­dio pro­moted the film heav­ily, part­ner­ing with Ten­cent and Huayi Broth­ers Me­dia, cre­at­ing brand spon­sor­ship deals and mer­chan­dis­ing around the movie. It worked with brands like Jeep, Len­ovo, In­tel and an herbal tea maker to mar­ket the film, ac­cord­ing to the Los An­ge­les Times.

It helped that de­ci­sion-mak­ers at those brands were War­craft play­ers them­selves, Peter Loehr, CEO of Leg­endary East, the com­pany’s China arm, told the Times.

War­craft’s suc­cess doesn’t come as a sur­prise, given the fan­dom around the game, said Jonathan Papish, a writer at China Film In­sider. “It makes sense given that de­mo­graphic,” he said.

On the film’s per­for­mance in China, film star Jackie Chan said War­craft’s earn­ings should worry Hol­ly­wood ex­ec­u­tives.

“War­craft made 600 mil­lion yuan in two days,” Chan said this past week­end at a Shang­hai film fes­ti­val. “This has scared Amer­i­cans. If we can make a film that earns $10 bil­lion, then peo­ple from all over the world who study film will learn Chi­nese, in­stead of us learn­ing English.”

China’s videogame- play­ing pop­u­la­tion may be giv­ing rise to a trend. Dur­ing a Mon­day an­nounce­ment of his new pro­duc­tion com­pany in China, Hol­ly­wood direc­tor Renny Har­lin said he is set to di­rect anadap­ta­tion of Leg­end of the An­cient Sword, a pop­u­lar Chi­nese video game.

REUTERS

A fan livestreams her par­tic­i­pa­tion dur­ing China’s pre­miere of the film War­craft at a the­atre in Shang­hai on June 7.

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