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Home > Tech News > Why Chinese movie nezha 2019 Box office in USA is not as good as in China
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Why Chinese movie nezha 2019 Box office in USA is not as good as in China

Why Chinese movie nezha 2019 Box office in USA is not as good as in China

By  Fields Corrielus 2019-09-05 2218 0

Chinese movie Nezha zhi mo tong jiang shi, which grossed $4.7 billion at the box office, grossed just $1.34 million in its first week in North America. Why the box office of Nezha 2019 in the US is not as good as it is in China? Let’s have a look.

The reason of Nezha’ s poor Box office in USA is because of foreigners' prejudices? No!

The reason why Nezha movie 2019, the second-largest film in Chinese history, grossed just $1.34 million in its opening week in North America cannot simply be attributed to foreigners' prejudices about the quality and content of the film. Many analysts believe that cultural differences lead to foreigners unable to understand the plot, translation problems reduce the sense of humor of the plot, which is not conducive to the fermentation of word-of-mouth.

Judging from overseas word-of-mouth, "Nezha" is not bad. At present, the score of "Nezha's Devil Child" on the foreign film rating website IMDb is 7.8, but the number of ratings is only 1, 000, although most of them are Chinese, but some foreigners give the film a very high rating. Thus it can be seen that cultural differences are not the main reason for the film's low overseas box office.

The reason of Nezha’ s low Box office is because of rushed global distribution

In my opinion, the original sin is issued overseas. Because, it is not difficult to find, "Nezha" in China is an out-and-out dark horse film, after the domestic fire, only rushed to North America, almost equivalent to a rush to leave the world naked hair.

Global distribution is an extremely complex workflow that even begins to plan and incur costs when the project is launched, even if a household name such as Avengers 4 is produced by Marvel. Before the release, we also need Chinese issuing partners to publicize and create momentum in the country, and the starring actors will land in China for a road show.

 


From the opening weekend of Nezha zhi mo tong jiang shi, only 66 theaters can tell. Even if all the 66 cinemas are full and everyone comes to call, the volume of sound is so limited that it is almost impossible to set off a word-of-mouth effect. Not to mention how much of the $1.34 million at the box office was contributed by the Chinese community. On the other hand, a large number of media posts have pointed out that a large number of domestic films due to cultural differences have had a mediocre response to overseas release, which is a typical "speculation."

I would like to ask: there is no publicity on a small scale, foreigners do not know there is this film, in the end expect to make how much money from overseas is the success of domestic films?

On Aug. 15, Nezha grossed more than $3.8 billion at the box office in China, followed by Guanbo's announcement that it would be released in North America, 20 days after Nezha was released in China. The news was released by an American distribution company called WellGo.

According to the screening plan released by dealer Well Go, "Nezha" was shown in cinemas in Australia and New Zealand on August 23 and 29, Beijing time, and the IMAX version was released in North America on August 29 and released across the United States on September 6.

According to volmorgn box office statistics, in the first long weekend after release (Aug. 23-26), "the Devil Child of Nezha" grossed nearly A $650000 (about 3 million yuan) at the box office, while for North America, which is the largest in the world, It grossed just $1.19 million (about 8.3 million yuan) at the box office in the first weekend, and did not see an upward trend.

Let's take a look at the international publicity before the release. On the 27th day of its theatrical release, Nezha overtook Avengers 4 to create 4.238 billion yuan in China, making it the second highest grossing film in Chinese box office history. The feat won praise from "Fulian 4" directors Anthony and Joe Russo, who congratulated the director dumplings on Weibo.

Since then, apart from a small wave of foreign media following up with "Nezha" and dealers, there has been almost no publicity against overseas markets, except for a small wave of foreign media to follow up with "Nezha" and dealers in North America. Basically, it still depends on the domestic heat to radiate the overseas audience.

As for dealer Well Go, is not a big distributor, compared with Hollywood's top five, it is tantamount to ants and elephants. As can be seen from its official website, it is headquartered in Plano, Texas, and has two offices in Taiwan and mainland China. Well Go is a distributor specializing in cinema and home entertainment content for North America, Latin America, Asia and Europe, including the best action, genre and independent films from the United States and around the world. Well Go movies can be seen on a variety of platforms, including theater, digital, subscription and cable-on-demand, packaged media and radio and television, with three to five releases a month.

It is not too much to interpret the company's model as "leak detection". Its business model is to choose potential films as agents in Asia (mainly mainland China, Hong Kong and Taiwan). Do some overseas value-added distribution for local commercial or independent films.

The size of the dealer also basically determines that "Nezha" will not earn too much at the box office overseas.

With the exception of Nezha 2019, the second largest film in film history, other blockbusters are basically the same fate around the world.

Other Chinese movie Box office in USA are also not as good as thier were in China

"Mermaid" grossed $3.2 million at the North American box office, "Operation Red Sea" for $1.55 million, and "Chinatown Detachment 2" for just $2 million, all of which grossed $3 billion at the box office.

According to a survey conducted by self-media Mo Xiucai, the list of the top 10 Chinese films in North America has not changed for more than a decade, and the most recent work, "Huo Yuanjia," was also a film 13 years ago. In the past decade, the film business in China has developed most rapidly, producing many blockbusters of the order of billions, but it has been repeatedly thwarted in North America, which is a rather strange phenomenon.

Thanks to the aura of Oscar and Lee, "Crouching Tiger, Hidden Dragon" grossed nearly $128 million at the box office in North America, and no domestic film has ever broken the record. The second is that in North America has a high-profile Jackie Chan, Jet Li and other starring films can be some row films, but also more able to attract large dealers to distribute.

The road of Chinese film distribution is bound to be difficult, but it is time to walk, otherwise it will be even more difficult to establish a say in the world film industry in the future.


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