China's home-made movie protection month will come to an end just as two Hollywood superhero blockbusters hit Chinese cinemas, leading to delayed release dates for several Chinese films in order to avoid a potential clash.
China's protectionist policy led to a moratorium on imported blockbusters for almost two whole months, from the end of June to late August. However, Chinese film authorities decided to let two eagerly-anticipated films, "The Dark Knight Rises" and "The Amazing Spider-Man", clash on August 27.
Ordinarily, it would be unthinkable for two Hollywood blockbusters to open on the same date, especially when the two films in question are from fierce rivals such as DC Comics/Warner Bros. and Marvel Comics/Columbia Pictures. Some industry insiders speculated that China's film authorities may be looking to contain the box office takings of the two foreign blockbusters. Others, though, believe that the decision will lead to a win-win result.
Despite the speculative rumblings from industry insiders, news of the impending release of the two superhero blockbusters has caused panic inside the Chinese film industry. Furthermore, Ridley Scott's sci-fi blockbuster "Prometheus" will hit Chinese screens soon after on Sept. 3, while other potential hit movies such as "The Expendables 2," "Looper," and "The Bourne Legacy" have also been slated for September release dates.
China.org.cn has learned that as many as five or six Chinese films, which have already set their release date for August, changed their schedules. Additionally, a further crop of small-and medium-budget Chinese films which had been slated for late August releases, postponed their release dates. Among the reasons given for the change in plans was some "leading actors have tight schedules which will affect the promotion [of the film]." However, skeptical cinema managers told the Beijing Evening News: "The truth is: Who would be as stupid as to compete with Hollywood blockbusters?"
There are only a few weeks left in China's summer film season, which runs from July to August. Chinese films have grossed more than 1 billion yuan (US$157.22 million) during the so-called "protection months", mainly thanks to "Painted Skin: The Resurrection," which has so far raked in more than 700 million yuan (US$110 million). But a number of small and medium-budget Chinese films have also flopped.
The foreign invasion led by the Batman and Spider-Man movies will even affect October's releases, a period which has previously been seen as the golden season for China's home-made movies due to the 7-day National Day holiday. It was reported that the studios responsible for five potential Chinese blockbusters, "Dangerous Liaisons," "Switch," "Taichi 0," "Double Xposure," and "The Assassins" are also considering adjusting their release schedules.
From August 7-9, Huaxia Film Distribution Co.,Ltd, the second largest film distribution company in China, held a big marketing conference to promote 26 Chinese films, including "The Grand Master" and "The Assassins". Directors Wang Quan'an and Lu Chuan all attended the meetings.
Commenting on the whole process, Wang, whose new film "White Deer Plain" is set for a September release, said: "It is very nervous to shoot a film, but the distribution is [an even] more nervous [process] for me." The representatives tried to integrate the three different aspects of production, distribution and theater chains, and also avoid potential clashes between blockbusters in order to ensure maximum profits.
The tension created has also led to an outbreak of civil war. Zhang Qi, director of romance comedy "Holding Love" set for release on August 23, said on his microblog that some PR departments of Chinese studios are planning to start rumors and write bad reviews for rivals in order to force as many as possible out of the prime screening season. "Batman and Spider-Man will come and everybody feels huge pressure," he wrote. "I don't hope we can unite and defend our terriorities, but at least you shouldn't attack others and act in underhand ways."
He continued: "We don't want to change our release date because, one, we have confidence in winning our own audiences for my film, and two, we don't want other Chinese films to be affected as a result of our changed plans. The only way out for domestic productions is to constantly improve ourselves when we face such kind of pressure we are currently facing."