The difference in size, between the two posters, is undeniable and has led to accusations that Disney’s China office is trying to downplay the role of the character (a pretty serious accusation if you ask us). Are the two things linked and is Disney selling out on a cynical level that goes against the core values they profess to promote? It can certainly be argued Disney’s promotion of the upcoming Star Wars film has a color-bias. That’s right, the main character has been downgraded, it’s not a cruel Photoshop trick and you’re (probably) not high on LSD.Īlthough it has been a year since the Sony hack publicized an unnamed producer stating his belief international Hollywood audiences are racist, the story again gains relevance with the new The Force Awakens poster. The poster comparison received worldwide attention yesterday after one fan pointed out a glaring – and startlingly obvious – modification, actor John Boyega’s character had been shrunken to the size of a half-eaten dumpling. If you take a close look at the above posters (the one on the left is the UK poster, the one on the right the Chinese version) you’ll notice a major difference in relation to the size of the film’s main protagonist. What’s more, local stars Donnie Yen and Jiang Wen have been cast in Rogue One which comes out in December.Is the Chinese version of the new Star Wars poster racist? Yes, according to the social media world (the title is a bit of a trick question). Star Wars attractions were further announced for the Shanghai Disney Resort that opens later this year. It also enlisted young superstar Lu Han as the film’s ambassador. The studio then made a deal with Tencent to create an online hub where all the movies were made available, and marched 500 Stormtroopers to the Great Wall for the first trailer debut. To raise awareness, Disney played all six titles at June’s Shanghai International Film Festival. The first three ( Episodes IV-VI) were never released in China, while Episodes I-III cumulatively grossed $18.7M before the market’s massive expansion. Star Wars traditionally hasn’t resonated there given the timing of the last six films. It has enabled the studio to re-establish the brand there. While China’s piracy problem is well-known, the lead-up time to TFA‘s PROC release was a plus for Disney. It was $821.3M through Thursday, so now is well over $850M. And that’s not counting Friday’s global grosses which we will have tomorrow.ĭisney has pulled the stops out in China and this is seen as a key play in pushing the offshore gross over $1B. The China figure alone pushes that to over $1.625B putting it within less than $50M of Jurassic World‘s $1.67B and the No. The global cume on TFA, as of the full-day Thursday, was $1,591.7M. 'Star Wars: The Force Awakens' Vs 'Avatar': It's A Different Picture Overseas 1 movie on Friday, the holdover of local blackout pic Detective Chinatown, was said to add $5.09M at a per-screening average of about $129. We need to be cautious with early local reports, but let’s look at those averages. Separately, local research firm Ent Group reported TFA had $2.88M in previews on Friday night, good for approximately $565 per screening out of roughly 5,100 total. With regard to Avatar, it ultimately grossed about $210M in 2010. TFA‘s estimated Middle Kingdom bow is equivalent to 217.5M yuan. At the time, that made it the third foreign film ever to cross 100M yuan on its first day (where the opening was not a weekend or national holiday). Disney is estimating the gross at around $33M which would be the studio’s biggest-ever opening day in the market, as well as the highest Saturday start in industry history.Ĭomparatively, Jurassic World opened on a June Wednesday in China last year with $17.24M. Star Wars: The Force Awakens landed in China today, its first full day of wide release there and the last offshore territory for Disney/Lucasfilm’s continuation of the space saga.
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