‘Hindi Medium’ wins over China’s middleclass audience with emotive storyline
BEIJING: Indian-produced Hindi Medium has been raking in serious cash at the China box office while winning over middle- class audiences.
Released last week, it has stirred up discussions amongst Chinese moviegoers about how to educated children.
The film narrates the story of a couple who aspire to give their daughter the best education and thus be a part of and accepted by the elite of Delhi.
This hits the bull’s eye for the middle class in China, for the issue is very emotive for them.
The anxiety depicted in Hindi Medium is something that middle- class parents can strongly relate to.
Meanwhile, Steven Spielberg’s science fiction film Ready Player One is pulling insane money in China.
Credit this to the effective promotion done by Chinese film publicity firms Bravo Entertainment and HS Century.
According to Zhang Bowen, CEO of Bravo Entertainment, the key is to attract people who are likely to truly enjoy the film to be the first ones to see the film.
This way, good word- ofmouth can be achieved at the beginning.
Instead of promoting Ready Player One as a family friendly film that everybody can enjoy, the marketing team spent great efforts promoting the film to people who love playing video games. China is home to an insanely large number of gamers.