'Star Wars: Rogue One' In China: The Force Weakens

By M. Grace, January 09, 2017 21:01 PM

A still image from "Rogue One."(Star Wars)

"Star Wars" fever in China seems impossible.

Though "Star Wars: Rogue One" is clearly a blockbuster movie from any parts of the world, China seems indifferent with the film franchise as it only opened a fairly $31 million over three days on the Chinese box office.

That was about 60 percent of what "Star Wars: Episode VII - The Force Awakens" grossed in its first two days in the country a year ago, comScore said.

However, "Star Wars: Rogue One" managed to take the top spot in China this weekend but reportedly not enough as Disney still faces a battle when it comes to cashing on its most valuable franchise in the Chinese market, a report said.

According to a report, many Chinese were not familiar with the "Star Wars" original trilogy so to drum up the excitement, Disney launched a marketing strategy ahead the release of the movie.

"You can't walk into a mall in China I'm told without seeing Star Wars everywhere," IMAX CEO Richard Gelfond told CNBC last January. "We did a lot of viral marketing, a lot of online things that appeal to consumers."

However, in a report, it was clarified that if the movie earns relatively low in China does not decrease its value as English movies are known to have short release only in the country.

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