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Ne Zha's journey to North America reveals flaws in marketing strategy

By Wang Yiqing | China Daily | Updated: 2019-09-18 07:39
A still from the film Ne Zha [Photo/mtime.com]
创业   不过,随着多个输油管道在原油主产区陆续投入使用,西德克萨斯轻质原油期货价格与布伦特原油期货价格的价差从今年6月份以来显著收窄。 论坛资讯 广发银行根据这些规定要求:2016年12月1日后,若客户以同一证件号在该行新增开立I类户,导致本人名下I类户超过一个的,请携带本人有效身份证件及相关账户资料到该行网点办理降级或销户,只保留一个I类户;若客户在该行留存的联系电话与多人重复,请携带本人有效身份证件及有效手机到该行网点办理核实或提交合理说明。 创业 成都车展期间,一汽奔腾T系列旗舰车型T99露出真容,新浪汽车第一时间带来实拍及新车参数。 创业资讯 望花路西里社区 创业资讯 王各庄社区 母婴在线 五马沙陀

THE GAP BETWEEN NE ZHA'S DOMESTIC and North American box office should prompt Chinese filmmakers to improve their "going global" strategy, writes China Daily writer Wang Yiqing:

Chinese animation film Ne Zha made 4.9 billion yuan ($690.9 million) at the domestic box office-the second highest box office on the Chinese mainland.

But in the two weeks since being released in North America, the film has made less than $3 million. Still, Ne Zha's box office in North America is higher than the $2.72 million by Wolf Warrior 2, the top box office grosser on the mainland. Wandering Earth, China's third-highest-earning film, performed better than both in the North American market, making $5.88 million at the box office.

The huge gap in the earnings of Chinese films in the domestic and overseas markets is a reminder to Chinese filmmakers that they have to use an innovative "going global" strategy to succeed.

Certain publicity shortcomings marred Ne Zha's box office performance in North America. First, as a foreign language film whose target audience is children, the film should have been dubbed in English. Instead, the film's prints being screened in North America only have English subtitles.

Second, Ne Zha wasn't sent for movie rating before being screened in North America, so the film received the "unrated" label. Since parents in the West regard such films as not appropriate for children, many of them didn't feel the need to take their kids to watch it.

Third, given the cultural differences between China and North America, the film's publicity materials should have explained, in brief, the moral behind Ne Zha's story to make it more appealing to foreign audiences.

Unlike Crouching Tiger, Hidden Dragon, which had strong Chinese martial arts elements which attract foreign audiences most, the mythological figure of Ne Zha is not popular among foreigners, which could have kept audiences away in North America.

Exporting cultural products is a long-term process. And without continuous communication and better understanding, Chinese filmmakers and marketing experts cannot succeed in their mission of popularizing Chinese culture across the world.

  
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