'Now You See Me 2' World Premiere (Photo : Getty Images)
China lived up to its reputation as the second-largest film market in the world when "Warcraft" earned 320 million yuan box-office receipt in China on its second week of showing. The commercial success of the movie spawned talk of a “Warcraft 2.”
The Wall Street Journal attributed the strong showing of “Warcraft” in China - which made it the highest-grossing game film of all time – to big marketing efforts from its partners in China. Advertisements for the film were constantly shown on bus stops in major Chinese cities and grocery store shelves, while warrior images showed on popular ride-hailing apps and web browsers.
Dalian Wanda Group, an entertainment giant in China, bought the movie from Legendary Entertainment, the Hollywood producer, in 2016. Because of Wanda’s support, “Warcraft” earned over $210 million from its China exhibition, five times higher than what the movie earned in the U.S.
Besides “Warcraft,” “Now You See Me 2,” is another example of a Hollywood-Chinese company collaboration that spelled “ka-ching” in the box-office. Hunan TV & Broadcast Intermediary backed the comedy film produced by Lionsgate which earned $43 million on its first week in China compared to $22.4 million opening weekend in the U.S. in June.
Besides Hunan TV’s marketing support, it helped that "Now You See Me 2" has relatively good reviews from critics, such as Radio Times, which wrote, “the conceit of globe-trotting crime-fighting magicians is attractive enough to suggest the franchise still has potential.”
Fu Yalong, research director of EntGroup, Beijing-based film data company, admitted, “Having Chinese partners on board brings the level of support to a Hollywood film that those without cannot compete with.”
Timing also had to do with “Warcraft’s” box-office success in China since it opened after the Gaokao, the national college entrance test, and during the Dragon Boat Festival which ran for three days. Videogamers and their dates used the holidays to watch the movie
