"Kingsman: The Secret Service” has emerged as the strongest newcomer entering the Chinese market this week. The action flick should have no problem fending off four other homegrown films that will also open.
According to EntGroup’s EFMT Marketing Index, “Kingsman” leads all new releases in three categories: awareness, intent to purchase and word of mouth. Star power will help "Kingsman “succeed in the Middle Kingdom: Colin Firth just did a publicity tour to promote the film. The Academy-Award winning actor is popular in China because “Pride and Prejudice” actually has quite the following there. Expectations are high for “Kingsman”, and it should have no problem topping recent hits such as “Men In Black 3” ($80 million) and "Night at the Museum 3” ($51.6 million). “Kingsman” currently boasts a $295.6 million global, which means China should help it get to $400 million.
"Lost and Love”, the current #1 film in China, should hold up well against a weak crop of Chinese titles. “The Seventh Lie”, "Rookie”, "Ten Thousand Years Later” and “Bright Wedding” all enter the market with mediocre buzz. “Ten Thousand Years Later”, a sci-fi disaster flick, is already being picked on for special effects that are inferior to most modern video games. “Bright Wedding” could do well with female moviegoers who won’t be interested in “Kingsman”, but that film is also being criticized for having poor production values. "The Seventh Lie” is an arthouse-friendly effort that already opened in Hong Kong in 2014. As for “Rookie”, its cast consists of popular actors and actresses from Taiwan and South Korea, and that could end up turning it into a modest draw.
Phil Contrino and Jonathan Papish of Boxoffice.com contributed to this article.
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EntGroup Consulting is the leading research and consulting company focusing on China’s entertainment industry. A member of ComInsight Information Alliance Group, EntGroup focuses on providing data and information, conducting market research, industry research, consulting, and organizing media conferences. We serve a wide range of clients in areas of film, TV, new media, entertainment marketing and animation.
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About EBOT
EBOT EntGroup Box Office Tracker is a database focusing on the entertainment industry. Created and managed by China's leading entertainment industry research institute, EntGroup, it provides statistics and analysis on film and TV industries, as well as insight on market trends and consumer behaviors. It is an essential tool for entertainment investors, financiers, film production companies, distributors and advertisers. EBOT integrates Box Office data and analysis, moviegoer surveys, advertising insight, buzz tracking and industry research reports.
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