The second movie of Marvel’s Captain America franchise, Captain America: Winter Soldier, climbed to the top of China’s box office charts, hauling in over 240 million RMB this past weekend! The film grossed almost 665 million RMB worldwide! Quartz reports:
All told, the movie has generated $207 million in 10 days outside the US. Typically, a big American blockbuster will earn two-thirds of its revenue overseas, though it was only 52% of the box office for the first Captain America film. The sequel is well on its way to shattering various records both inside and outside the US.
Some attribute the monumental success overseas to the film stars’ promotional tours overseas, especially in China. WSJ reports:
Mr. Evans and co-star Scarlett Johansson visited an upscale shopping center in downtown Beijing on Monday for the film’s only promotional stop in Asia, while Mr. Garfield met local fans and media in a luxury hotel in central Beijing along with co-star Emma Stone on Tuesday.
China hasn’t always been a favored stop on celebrities’ world tours. But since the country became the world’s second-largest film market in 2012, Hollywood’s stars are paying it more attention, especially those promoting blockbuster superhero films loaded with 3-D and special effects . Robert Downey Jr. visited Beijing to promote “Iron Man 3” last spring, and Tom Hiddleston stopped by in October ahead of the release of “Thor: The Dark World.”
Though it’s hard to say for certain whether the stars’ appearances make a difference, the trips do seem to be helping. “Iron Man 3” was China’s second highest-grossing film last year, raking in 755.2 million yuan ($121.6 million), while China was “Thor’s” top overseas market, bringing in $55.3 million, according to Box Office Mojo. (We’d like to think it was all due to this kickass fan-made poster, which was accidentally used as the official poster at a Shanghai theater).
“The value of coming to a territory and sitting with people who actually work and live there is actually about showing respect,” he said. “We don’t just assume that people in China are going to come to the movie. We come to you to tell you why we think it is great.”
…..Even if some of our promotional tours turn into something else entirely.