After a mammoth marketing campaign, growing online chatter in China around "Star Wars: The Force Awakens" suggests the latest installment of the hit franchise has a shot at breaking box office records in the world's second-largest movie market.
China is crucial if Walt Disney Co's first foray into the world of Jedi knights is to earn a spot among the top-grossing films of all time. The movie, the seventh in a near 40-year-old franchise, surged past "Jurassic World" to set a global opening weekend record of $529 million.
Disney has had to work hard for its "Star Wars" buzz in China. Though the franchise launched in 1977 - a year after the end of the Cultural Revolution and the death of China's founding leader Mao Zedong - the original films weren't shown in movie theatres until this June.
But after promotions featuring everything from 500 model stormtroopers on the Great Wall to a pop star dubbed China's answer to Justin Bieber, a Reuters analysis of posts on popular microblog Sina Weibo shows "Star Wars" has been mentioned around 700,000 times since the start of December, outpacing other big hit Hollywood releases in China this year.
"I roughly know the story plot but I have never seen any of the films in the series before," admitted Yao Yiyun, 22, a computer programming student in Shanghai. "When it comes out at the cinemas I want to see it though, especially because I like science fiction."
Online chatter won't guarantee box office success in China for the film, which has a red-carpet premiere in Shanghai on Sunday and goes on general release in the mainland on Jan. 9.
But curiosity among the world's biggest online community could help the film rival smash hits like action movie "Furious 7", the latest in a series long popular with Chinese viewers that took over $180 million in its opening weekend in China.
Over a comparable period in its pre-release schedule, "Furious 7" had racked up 230,000 Weibo hits, before soaring to over 300,000 hits in a single day when it opened this year.
Jeff Bock, senior box office analyst at Exhibitor Relations Co, predicts "The Force Awakens" will take in some $100 million during its first weekend in China. Others forecast more.
"The movie is going to do well regardless of its take here," said Ben Cavender, Shanghai-based principal of China Market Research Group. "But if it wants to target global records then how it does in China is going to be critical."
A GALAXY FAR, FAR AWAY
In 2005, the previous Star Wars installment was comparatively unknown in China and brought in just $9 million in ticket sales. But moviegoing has become hugely popular in the meantime, with the Chinese box office set to hit almost $9 billion in 2019 from $5 billion this year, according to PwC, fast catching up with the United States.
Piracy, once the scourge of Hollywood in China, is also not as rampant as it once was, as increasingly active Chinese film companies have pressured the government to crack down.
The film's delayed release date may also help, as Chinese viewers see the success abroad first.
"(Chinese moviegoers) are very attuned to what happens in the rest of the world," said Greg Foster, chief executive of cinema group IMAX Corp, which saw the film take in $48 million in its theatres worldwide in its opening weekend.
Disney, for its part, has pulled out the stops. As well as running ads featuring Chinese pop star Lu Han as an honorary Jedi "ambassador" for the movie and making use of the of the iconic Great Wall, it has reconfigured posters to enhance the fighter jets popular with local viewers.
But while Disney has been beefing up merchandising ties with China, it still has work to do if "Star Wars" is to truly take root in the country ahead of future installments, said Chen Tao, the head of China fan site StarWarsChina.com. The site expects the film to take around $150 million in China.
"In the United States there are 'Star Wars' comics, games and other products released all the time – helping create an ardent fan base," he said.
"We don't really have this in China, meaning moviegoers lack those close ties with the series. This could lower its impact."
Reuters
Thu Dec 24 2015
A fan dressed as a character from "Star Wars" poses for a photo in front of five hundred replicas of the Stormtrooper characters at the Juyongguan section of the Great Wall of China during a promotional event for "Star Wars: The Force Awakens" film.
Iran's supreme leader says Hamas leader's death will not halt 'Axis of Resistance'
The "Axis of Resistance", built up with years of Iranian support, includes Hamas, the Lebanese Hezbollah group, the Houthi movement in Yemen, and various Shi'ite groups in Iraq and Syria.
Putin says Russia willing to seek compromises between Iran and Israel
Russia is ready to help seek compromises between arch-foes Israel and Iran, President Vladimir Putin said on Friday, saying these would be difficult but possible.
What proposals will Russia push at the BRICS summit?
The proposal is also to establish a BRICS reinsurance company to allow uninterrupted shipment of goods and key commodities between members.
Indonesia's free meals plan in the spotlight as Prabowo readies for office
Prabowo calls the programme one of the main drivers of economic growth, eventually set to add an estimated 2.5 million jobs.
Astro AWANI's revamped English news website, AWANI International, launches on Oct 21
Astro AWANI's revamped English platform delivers in-depth global news and expert analysis to keep you informed on key developments.
Israeli strikes kill 33 people in Jabalia refugee camp in Gaza, medics say
Residents of Jabalia said Israeli tanks had reached the heart of the camp after pushing through suburbs and residential districts.
Liam Payne's ex-partner calls for media restraint after 'painful' death
Cheryl Tweedy used her statement to urge the media to remember they had a seven-year-old son, Bear, who could read the reports.
Analysts: Indonesia's strong MoF leadership team to boost investor confidence
Sri Mulyani Indrawati as head of Indonesia's Ministry of Finance is expected to instil confidence among investors.
Biden offers both a carrot and a stick to Israel as his term nears an end
Israel has frequently resisted US advice and has caused political difficulties for the Biden administration.
Putin says BRICS will generate most of global economic growth
Russian President Vladimir Putin will host a summit of the group in the city of Kazan on Oct. 22-24.
ISIS Malaysia's perspective of Budget 2025
An excellent rakyat-centric budget under the overarching principle of a caring and humane economy.
Budget 2025: Record increase in STR, SARA aid initiatives
The government will provide a significant boost to the Sumbangan Tunai Rahmah (STR) and Sumbangan Asas Rahmah (SARA) initiatives next year.
Budget 2025: EPF contributions to be made mandatory for foreign workers – PM Anwar
The government plans to make it compulsory for all non-citizen workers to contribute to the Employees Provident Fund (EPF).
What policies to expect from Indonesia's new President Prabowo
Prabowo will be open to foreign investment, his aide has said, such as by offering investors management of airports and sea ports.
Budget 2025: Govt allocates RM470 mil to empower women's participation in PMKS
The Women's Leadership Apprenticeship Program will be intensified as an effort to produce more female corporate personalities.
Israel sends more troops into north Gaza, deepens raid
Residents of Jabalia in northern Gaza said Israeli tanks had reached the heart of the camp, using heavy air and ground fire.
Indonesia ramps up security ahead of Prabowo's inauguration
Prabowo Subianto will be sworn in as Indonesia's president on Sunday with Vice President-elect, Gibran Rakabuming Raka, also taking office.
Immediate allocation of RM150 mil for local authorities, DID to tackle flash floods
Datuk Seri Anwar Ibrahim said this allocation is intended to address the recent flash floods that hit the capital and several major towns.
Budget 2025: Sabah, Sarawak to continue receiving among highest allocations - PM
Sabah and Sarawak continues to be prioritised under Budget 2025, with allocations of RM6.7 billion and RM5.9 billion respectively.
NFOF will be operational in November 2024 with funding of RM1 bil
PM Anwar Ibrahim said NFOF will support venture capital fund managers to invest in startup companies with RM300 million set aside for 2025.