The highly anticipated films “Dune” and “Oppenheimer” are set to make a comeback in mainland China next month. This comes as Hollywood aims for renewed success in the world’s second-largest theatrical box office market, following the Chinese New Year holiday period that prioritized local titles.
China’s film market is heavily regulated by authorities, who use various methods, including script approvals and censorship, to manage the content shown on screens and ensure the market’s orderly development. The import of foreign films into China is also controlled through permits and distribution quotas. However, these restrictions appear to be loosening in an effort to revive a sector that experienced a 15% decline in 2023, despite the addition of thousands of new cinema screens.
One of the factors contributing to the decline in Chinese cinemas in 2023 was the decreased market share of Hollywood films, which dropped to less than 15% in a territory they once dominated. The partial relaxation of China’s control on imported films now allows Hollywood studios more time to plan upcoming releases and build marketing campaigns in collaboration with the state-owned distribution company responsible for revenue-sharing releases in China.
Universal’s “Argylle” is set to release in China on February 23, followed by Sony’s “Madame Web” and a reissue of “Oppenheimer” a week later. “Oppenheimer” previously released in China in August and became a surprise hit, praised for its originality and daring. It was one of Hollywood’s few successes in China in 2023, earning $65 million. On the other hand, “Dune,” directed by Denis Villeneuve, was released in China in October 2021 and earned a more modest $38 million.
Rereleases and extensions of theatrical runs for Hollywood films are relatively rare in China, requiring approval from film authorities. In the case of “Oppenheimer,” the rerelease is intended to capitalize on the growing interest ahead of the Oscars ceremony in March. However, it will have to compete for premium large screens with the rerelease of “Dune” on the same day.
“Dune,” with its established fan base in China, could have performed even better if not for its release during the COVID era. The rerelease of the film will neatly lead up to the release of “Dune 2” on March 8, allowing viewers to catch up on the story before the sequel.
Other Hollywood titles, such as Dreamworks Animation/Universal’s “Kung Fu Panda 4” and “Godzilla x Kong: The New Empire,” are also scheduled for release in China in the coming months. While there is a clear schedule for Hollywood releases in China, it’s evident that these films must take their turn behind locally-produced tentpoles and franchise pictures, which will dominate the screens during the Chinese New Year.
The Chinese New Year holiday is the biggest cinema-going season in China and is expected to have at least eight significant titles competing in the family entertainment space. Some films with connections to China, such as “Dune,” “Dune 2,” and “Godzilla x Kong,” have the advantage of being presented by Legendary East, a China subsidiary of Legendary Entertainment. Warner Bros. is the distributor for these films in overseas territories.
Although “Kung Fu Panda 4” doesn’t have the same co-venture status as its predecessor, China Film Group retains a “supervised by” credit on the film. This Chinese connection is expected to benefit the box office performance of these Hollywood titles in China.
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