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How Warcraft stormed the box office in China
How Warcraft
stormed the box office in China
Warcraft: The Beginning, the film of the hit computer game,
opened in China last week, taking $156m (£109m) in five days and topping box
offices.
Comparatively, Star Wars: The Force Awakens took $125.4m during
its entire box office run in China.
Warcraft is now on its way to overtake Furious 7 as the highest-grossing Hollywood film in China.
In the US, the film is considered to have bombed, having opened
to the tune of $24.4m (£17.2m). Warcraft also received critical reviews, getting only 27% on ratings website Rotten Tomatoes.
So why has Warcraft performed so well in China?
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The audience
Globally, the
majority of WoW players are men aged 18-35,
a demographic which often has expendable income.
And China has long
been one of the biggest markets, making up about half of the game's five million
players.
The game was first introduced in China in 2005, at a time when
online access and internet cafes were growing rapidly.
China's love affair with World
of Warcraft
The release date
The film adaptation,
with a budget of $160m, was released on 67% of China's 39,000 screens in the middle of last week.
The
opening coincided with the Dragon Boat Festival, a public holiday across China,
so the potential audience was vast.
It did face competition - X-Men: Apocalypse, the Angry Birds
Movie and Tim Burton's Alice Through the Looking Glass were the other main
Hollywood flicks showing in China. But none could touch the appeal of Warcraft.
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The publicity drive
The studio behind the
movie, Legendary Entertainment, was earlier this year acquired by Chinese conglomerate Dalian Wanda
for $3.5bn.
Legendary's
in-house marketing teams reportedly cut several dozen pieces of China-specific
footage, and released more trailers for the movie in China than in the US.
It also brought on companies such as computer maker Lenovo, chip
maker Intel, car maker Jeep and brewery Tsingtao to sponsor the show.
"Many of the
decision-makers at these brands were 'Warcraft' players," Peter Loehr,
chief executive of Legendary East, Legendary's China arm, told the LA times.
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But has the movie
peaked?
On Sunday, ticket sales for Warcraft in China plunged to £11.2m,
a big drop from previous days.
Yet it still
accounted for 74.5% of Sunday's box office screenings, according to Deadline.
It all points to the
growing importance of the Chinese cinema-going public. China's box office is
expected be the world's largest by next year, according to one report this
weekend ,
surpassing the US.
Hollywood actor Jackie Chan recently told the Shanghai Film
Festival that the success of Warcraft had "scared" Americans.
"If we can make a film that earns 10bn [yuan] then people
from all over the world who study film will learn Chinese, instead of us
learning English."