Dune and Oppenheimer are set to make a comeback in Chinese cinemas next month, along with several other Hollywood movies hoping for success in the second-largest box office market in the world. However, their release is planned after the Chinese New Year holiday, during which local films take precedence.
China’s film industry is tightly regulated by authorities who control content through various means like script approvals and censorship. They also manage the market’s development by controlling the import of foreign films through permits and distribution quotas. These restrictions have started to ease recently in an effort to boost the struggling industry, which was 15% below 2019 levels despite the addition of thousands of new cinema screens.
One reason for the decline in Chinese cinemas in 2023 was the reduced market share of Hollywood, which used to dominate the territory a decade ago. The relaxation of China’s content controls means that Hollywood studios now have more time to plan their releases and marketing campaigns in collaboration with the state-owned distributor responsible for revenue-sharing releases in China.
Universal’s “Argyle” is set to release in China on February 23, followed by Sony’s “Madame Web” and a reissue of “Oppenheimer” a week later. “Oppenheimer” was a surprise hit in China in 2023, earning $65 million and being praised for its originality. “Dune,” on the other hand, made $38 million when it was originally released in China in October 2021.
Re-releasing and extending theatrical runs beyond the standard four weeks for Hollywood imports are rare but possible in China, with approval from film authorities required. “Oppenheimer” is being re-released ahead of the Oscars in an attempt to capitalize on growing interest. However, it will have to share screens with “Dune,” which is also set for a re-release on March 1.
“Dune” has a fan base in China, but its original release was during the COVID-19 pandemic, potentially affecting its performance. The re-release is strategic, setting the stage for the release of “Dune 2” on March 8 and allowing new viewers to catch up on the story.
Two other Hollywood titles also have release dates in China. “Kung Fu Panda 4” will premiere on March 22, followed by “Godzilla x Kong: The New Empire” on March 29, coinciding with North America and most international releases.
'Dune,' 'Oppenheimer' Set for Rerelease in China https://t.co/stNa8MHWjt
— Thomas Payne (@TPayneCommon) February 6, 2024
While the Hollywood release schedule in China is clear for the next couple of months, these titles will have to compete with locally-produced blockbusters and franchise films during the Chinese New Year holiday, which is the biggest cinema-going season of the year. Several significant titles, including Pegasus 2, Yolo, and “Article 20,” will entertain Chinese audiences during this festive period.
Some of these U.S. films have Chinese connections, with Legendary East and China Film Group involved in the production and presentation of some titles. These connections may be advantageous as the films vying for attention during the holiday season and beyond. Source
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