A few years ago, Hollywood looked at China not so askance every time it released one of its big bets. At that time, the performance at the box office and the profitability of the productions made in USA was closely linked to its reception by the public of the Asian giant; a relationship that caused American studios to mold their product to the taste of the Chinese market and government, including concessions to censorship, strategies of product placement and casting decisions.
Without going any further, in 2012, seven of the ten highest-grossing films of the film season released in China came from the country of stars and stripes, boosting local investment in Yankee products. But this scenario has changed drastically until reaching a 2023 in which the two great Western hits ‘Barbie’ and ‘Oppenheimer’ They have been left out not of the Top 10, but of the Top 30 of the Chinese box office.
Paradigm shift
Of the 1,445 million raised by Greta Gerwig’s film and the 957 by Christopher Nolan’s worldwide, only 35 million and 61 million left cinemas in China. A fact that is even more striking when we know that, To see the best-positioned American film in the ranking we have to go down to number 12where ‘Fast X’ quietly rears its head with $139 million.
This makes even more sense thanks to this fact: the 2023 Chinese box office, estimated at $7.73 billion, was dominated by local productions, which took over 84% of the collection compared to the discreet 16% of imported productions. About 6.5 billion of the total remained in the industry of the producing country, whose two greatest hits were ‘Full River Red’ and ‘The Wandering Earth 2’, which surpassed the barrier of 4,000 million yuan – 560 million dollars – each. one.
The reasons that could justify this drift lie largely, and as could not be less, in political issues. Rising tensions between the governments of China and the United States They translated into an injection of liquid into the Asian country’s industry and a substantial technological improvement in its production companies; something that has allowed products to be shaped for the native public, both at a cinematographic and ideological level, and there are feature films like ‘The Battle of Changjin Lake’ to exemplify it.
The Maoyan Entertainment company, focused on the fields of ticketing and online entertainment, He explained the situation in this way. -via Variety—.
“The film market [chino] underwent changes in terms of content, audience and promotion. Diversified films were welcomed by the market, with successes in genres such as history, science fiction and fantasy. The young audience was looking for new content and new topics. Male viewers were the main audience for imported action films, while female audiences tended to choose animated parent-child family films and films focused on women’s issues. “Young audiences were more willing to pay for films with creative settings and novel themes.”
It is clear that times have changed, which goes beyond the war between streaming platforms and between them and movie theaters. The standards that upheld the industry have changed again internationally, and now It only remains to see how Hollywood reacts to the new the status quo.
In Espinof:
2024-03-01 01:26:27
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