Chinese war action film “The Eight Hundred” will open in theaters in North America, Australia and New Zealand at the end of the month, a week after it becomes the biggest local film this year to open in Chinese cinemas..
Handled by Huayi Bros., the controversial film will release in China on Aug. 28. Overseas, Cmc Pictures has set Aug. 28 as the date for an outing in English-language markets.
Fixing the date was a delicate balance. It has become common practise in recent years for commercial Chinese films to aim for day-and-date releases that are coordinated with the mainland Chinese outing.
That approach not only minimizes piracy, but also allows the overseas distributor to capitalize as much as possible on the Chinese marketing efforts, and the assumption that Chinese diaspora audiences are in touch with Chinese social media. A long delay potentially risks the chance that North American-based Chinese diaspora audiences...
Handled by Huayi Bros., the controversial film will release in China on Aug. 28. Overseas, Cmc Pictures has set Aug. 28 as the date for an outing in English-language markets.
Fixing the date was a delicate balance. It has become common practise in recent years for commercial Chinese films to aim for day-and-date releases that are coordinated with the mainland Chinese outing.
That approach not only minimizes piracy, but also allows the overseas distributor to capitalize as much as possible on the Chinese marketing efforts, and the assumption that Chinese diaspora audiences are in touch with Chinese social media. A long delay potentially risks the chance that North American-based Chinese diaspora audiences...
- 8/12/2020
- by Patrick Frater
- Variety Film + TV
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