Disney and the 20th century Avatar: The Road of Water opened in China over the weekend with $57.1 million, a start-up as Hollywood’s heroic comeback in the increasingly difficult Chinese market — if the film is made by anyone. any filmmaker other than James Cameron.
Pre-sale rates and other recommended online measures of audience interest avatar 2 will open in China with over $100 million. But the growing COVID-19 outbreak in Beijing and other major cities appears to have dampened consumer activity and broken all precedent. Analysts now believe the film’s performance will be characterized by a protracted revenue surge rather than a tsunami.
Rance Pow, CEO of regional box office consulting firm Artisan Gateway, said: “China’s theater industry continues to suffer under the impact of COVID, with the impact significantly below initial estimates. head. “This includes what might make people reluctant to return to public spaces in effect, including cinemas – ironically, as COVID policies become more adaptive to this. local case. If so, avatar 2Its long runtime may work against it. However, the film scores excellently on social media, James Cameron has a huge fan base in China, and his films have a stellar track record of excellence.”
On Friday, China’s leading bookmarking app Maoyan showed avatar 2 will earn 360 million USD (2.51 billion RMB). Forecasters have good reason to be optimistic: Not long before Friday, water path surpassing the total pre-order sales of Chinese blockbusters Battle of Lake Changjin 2, made over $100 million on its first day in February and eventually peaked at $626 million. But come Sunday, Maoyan’s full forecast for avatar 2 was cut to $143 million (1 billion yuan), reflecting the unreliability of conventional indicators amid uncertain public health conditions.
However, water path has been warmly received by Chinese audiences who have watched it so far. The film has a high social score of 9.3 on Maoyan, 9.2 on Alibaba’s ticketing app Tao Piao Piao, and 8.2 on movie site Douban.
As in many markets, water path performing particularly well on Imax in China. The film grossed $15.8 million across China’s 735 Imax theaters, accounting for 27% of the film’s total weekend gross, Imax’s best-ever performance in the country (in terms of revenue). Overall, this is Imax’s fourth-biggest opening in China).
water pathChina’s fate now depends on how consumer behavior will evolve in the coming weeks as the local public deals with the first experience of widespread COVID-19 transmission as a real thing. daily economics of life. The country is seeing its first nationwide increase in infections since most testing requirements and pandemic restrictions were lifted earlier this month.
In the new case of no routine mass testing, the extent of China’s outbreak has become a matter of conjecture, but the evidence is anecdotal — long waits in hospitals, business hampered by staff absenteeism and unofficial reporting of COVID deaths — indicating a major outbreak is underway. And while most of the world is used to living with COVID, the Chinese public is experiencing a form of whipping. For more than two years, Beijing’s propaganda has portrayed the virus and its variants as extremely dangerous, as the government struggles to maintain support for its draconian COVID-0 policy and many of the sacrifices that this policy made. Now, with restrictions suddenly lifted, the official message has abruptly reversed course, with state media describing the latest variants of the virus as much more innocuous. Alarmed by the pace of change in the official stance, a large portion of the Chinese public seems to be responding by simply withdrawing and voluntarily semi-isolating until the situation clears up. .
avatar 2 time is on its side – to an extent. Assuming an official extension after the first four weeks of release, the film will have a near unobstructed showing in Chinese cinemas until the Lunar New Year holiday, which begins on May 22. 1, when the sequel to the domestic hit sci-fi movie wandering earth debut.