Weekly Chinese Box Office Preview: ‘Avengers: Age of Ultron' Poised to Dominate
on May 12, 2015
By Phil Contrino, Jonathan Papish, and EntGroup Consulting
Avengers: Age of Ultron (复仇者联盟2：奥创纪元) will boost its already impressive global haul with what’s sure to be a healthy tally in China. Early reports indicate that Avengers: Age of Ultron earned nearly $5 million from midnight shows in the Middle Kingdom, which is less than Furious 7 ($8.7 million), but higher than Transformers: Age of Extinction ($3.4 million) and quite remarkable for a work/school night. There’s little doubt that Age of Ultron will shatter the performance of recent Disney/Marvel films in China such as Captain America: The Winter Soldier ($118.3 million) and Guardians of the Galaxy ($96.1 million). Disney reports that Ultron’s global total is already well past $875 million.
According to EntGroup’s EFMT Marketing Index, Age of Ultron boasts the strongest awareness and intent to purchase levels of any new release this week. While it will be tough for Age of Ultron to top the record-setting run of Furious 7 (Furious had a clear month with little Hollywood competition, but Tomorrowland comes out on May 26 and San Andreas on June 2), it could end up getting pretty close behind Disney's strong marketing push.
Local titles this week will have to fight for any business left over. Mr. Deng Goes To Washington (旋风九月) is a state-sponsored documentary on Deng Xiaoping's 1979 visit with Jimmy Carter that could garner a fair amount of attention. The Beloved (重生爱人) and Death Trip (夺命旅行) will be going after young crowds, while The Light (永远的守望) will appeal more to families. 12 Citizens (十二公民), an adaptation of Sydney Lumet's classic 12 Angry Men, could connect with adults who aren’t interested in loud summer blockbusters.