2013年4月30日星期二

Iron Man 3 in China


Iron Man 3 in China (Click for the video)

OMG. This morning, I opened youku.com and clicked on the preview of Iron man 3 for China market. After that, I watched Tony's presence in the Chinese release party which was unbelievable great.





The event was held in Forbidden City. It is such a shock for me to see Iron Man in the Forbidden City and I can feel how ambitious the Disney & Marvel together with DMG entertainment are to win the China market. In order to capitalize on the Labor Day holiday, they even decided to change the release date from the same US release data to two-day's early.

Although US is still the major market, to be honest, I do not feel enough effort has been put into the film promotion. I only saw a Iron Man-Verizon ads on Youtube once, and some ads in the cinema. (But I have already booked the IMAX ticket. Anyway, I will go and watch it.)

Another interesting tactic is translating Iron Man into "铁哥们" which means a brotherhood relation. (but the official film name is still 钢铁侠) This strategy show the power of Iron Man, present a kind of responsibility and reliability. FYI, in the past months, a lot movies are focusing on the emotion of "屌丝" ( short, poor and ugly boy-- Dior's) which is a hot word in the whole society. For me, that focus is not fresh anymore. However, the marketing team of "American Dreams in China" (中国合伙人) which will be on release in Mid May, still utilized that old method and I even felt disgusting to watch the preview. Their marketing should better focus on the story itself and the castings -- they have got the most popular actors! Why they still make fun of the  Dior's emotion?

Thinking about watching film in US as a Chinese, I wanna talk more about the Chinese film in US. Although people criticized that Chinese films do not perform well in US, I would argue that they deserve it because they never do marketing! As a Chinese, on one hand, I can not watch those great film on the same date as in China, on the other hand, I do not know the cinema here like AMC has films from China. If any of the film can come to US fast and do marketing to the Chinese in US, the market is huge enough.

I think Americans in China can watch the films from their country even earlier than Americans. But I can not watch the hot Chinese films on time! I hope that day can come soon.

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