The second-week decline in the global box office of Batman v Superman: The Dawn of Justice was an unpleasant surprise for Warner Bros. But its vertiginous drop in China, the worlds second-biggest movie market, was even more brutal, and may mark a rude awakening for not only the Burbank studio but for Hollywood in the Middle Kingdom.
The dueling-superheroes movie appeared to have a lot going for it, including a Friday day-and-date release on half the screens in the nation. But after suffering an 85% drop on its second Friday placing fourth behind a trio of Chinese movies and Zootopia the film was unsentimentally dumped by Chinas exhibitors. At $94.9 million after 19 days of release, it is certain to finish below the $100 million mark, cuming less than last years clunky Terminator: Genisys ($113 million).
In sorting through the debris to find out what went wrong, its easy to blame the film itself; after all, Batman v Superman was savaged by the critics. But there are other factors at play. In 2015, despite a sensational spring during which Jurassic World ($229 million), Avengers: Age of Ultron ($240 million) and Furious 7 ($380 million) dominated the Chinese box office, Hollywood films gross revenue in China grew by only 26%, while that of Chinese films improved by 67%. Local movies wound up with a 61% market share in 2015, while the year before, Hollywood films had the majority share, also at 61%.
There are many reasons for the trend in a territory where box office is routinely manipulated by the government, with practices that include blackout periods for foreign films; simultaneous releases of major titles, with an eye toward cannibalization; and official ticket-buying schemes to boost local titles.
Yet the Chinese box office is growing so fast by 49% last year and by 50% in the first quarter of 2016 that every major release should be breaking some kind of record. But theres still debate as to whether Star Wars: The Force Awakens, at $125 million, was a hit or a miss. And Hollywood-China co-production Kung Fu Panda was a clear disappointment in the popular animation category, taking in $147 million. Only Disney Animations Zootopia, which has minted more than $230 million and established a new Chinese box office record for an animated feature, seems to have fulfilled the markets growing promise. The title is showing such good legs that regulators have granted it an extra month of release.