Legendary Entertainment, the Chinese entertainment giant, is drumming up moviegoer interest in its maiden production since the company was acquired by the Dalian Wanda Group. It is marketing the film “The Great Wall” as the merger of Chinese content and western elements.
The theme itself is very Chinese since the story revolves around one of the most famous landmarks in the Asian giant – The Great Wall of China. To attract locals when the epic film premieres in China on Dec. 16, drumbeaters point out that 20 percent of the movie’s language is Chinese, according to Variety.
Although it is directed by Zhang Yimou, his first movie in English, “The Great Wall” is not a period film as most Chinese movies with the iconic landmark as setting would be. Instead, it is an action-fantasy-adventure film which is the prevailing and popular genre in the west.
The cast is topbilled by a box-office Hollywood star, Matt Damon, although his being given a Chinese character has been the subject of criticism as an example of whitewashing. However, Damon insisted it is not whitewashing because he did not take a role from a Chinese actor. “It wasn’t altered because of me in any way,” Comicbook quoted Damon.
“The Great Wall” could change the perception of Chinese movies in the international market, Jeff Shell, chairman of Universal Filmed Entertainment Group, said. As believers in the bright future for Chinese films, the movie, which combines the Chinese director’s vision, Damon’s box-office power and the large cast of Chinese actors, is the ideal vehicle to introduce creative products from China to a global audience, Shell said.
The key to success of a movie in China is to market it online, rather than use TV ads and posters. Since Oct. 1, Legendary Entertainment has released over 60 pieces of bespoke video, plus trailers, teaser trailers and three music videos.