Hollywood knows how to succeed in China, and that will change the film you'll see in the future.
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| Hollywood knows how to succeed in China, and that will change the film you'll see in the future. |
Jurassic World has become the highest grossing release of all time: more than 500 million. And it is partly thanks to China. The Asian giant has become the preferred target of Hollywood and its potential for raising money has made the American blockbuster look increasingly to Asia.
A transformation that is better understood if we look at several recent blockbusters: China is able to save and make Pacific Rim saga, Jurassic World appear to a record that has failed in the United States. Or movies like Furious 7 and the latest installment of Transformers raise more abroad than in their home countries. But how did we get here?
The power of the dragon
The takeoff of the Chinese economy has been reflected in the consumption of leisure: China is already the second highest grossing world market. During 2012, as pointed Hollywood Reporter, 10 new cinemas a day to a potential audience of over 1,000 million viewers were built. A fever for going to the movies is having several consequences. The first is that it seems that in five years the total box office in China will overtake the US.
The result is that both countries are working together as we had never seen. Steven Spielberg's Dreamworks studio has already established a subsidiary in China, the first result is Kung Fu Panda 3, a Chinese-American co-production chosen by the great box office results of the previous installment in the Asian region. His first trailer has appeared directly in Chinese:
Live giant robots
Hollywood realized that things were changing with Pacific Rim. The film giant robots against monsters crashed in the US (yes, we are in a time when doing more than $ 100 million at the box office is a failure). But the inclusion of a Chinese robot and the location of his best battle in Hong Kong were not coincidences, but designed elements for the film also exceeded 100 million in China.
The result is that there will be a Pacific Rim 2 original authors (Guillermo del Toro and Zack Penn), marking a turning point: it is one of the very few times that Hollywood gives green light to a sequel to something that does not work well in United States.
From there we have seen similar strategies. Transformers: Age of Extinction contains two movies in one: the first half, set in the United States, and the second focused on China, with the presence of stars of Asian cinema and the Chinese army occupying part of the role traditionally reserved the Yankees.
The play went round to Michael Bay: over 300 million raised in China, where it became the first film to reach that figure, proclaim there the highest grossing of all time (displacing Avatar, James Cameron) and overcome also US domestic box office.
The trick coproduction
Include these scenes has a reason: China runs a protectionist system premieres, and only allows 34 foreign premieres a year ... unless they are co-productions. In the case of Iron Man 3, which featured an exclusive scene shot in China, with the presence of the actor Wang Xueqi- to stand as such. A scene that Western viewers do not remember because it was exclusively Asian assembly.
There are exceptions, of course: Furious 7 smashed the Chinese record of Transformers: $ 324 million in just two weeks, 390 million today. Of course, far more than in the United States. But trick, because a director of Chinese descent, a multiethnic casting and an intense promotional tour worked the miracle has surpassed the sequel to The Avengers and has been placed as the fourth highest grossing film of all time worldwide.
So Need for Speed, the movie fast and furious cars based video games EA has set in both tactics for the sequel. The original film only grossed $ 200 million (65 million in China) and has been put to work: the sequel will be a co-production and will be shot mostly in China.
When in 2020 China overtake the US box office, which is increasingly less weight in milmillonarios- supertaquillazos, the practice has become almost mandatory. Are we witnessing the beginning of a multicultural Hollywood?
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