With the impending release of Terminator Genisys looming; Skydance Productions and Paramount Pictures have been paying close attention to the Asian market- this is in no doubt due to the growing influence of Asian film markets- (China being second only to the U.S. In box-office revenue).
Back in June 2014 Paramount Pictures paired up with CMMG (The China Movie Media Group) to promote ‘Transformers: Age of Extinction’- it seems the partnership was in no way a one time gig as Paramount have again teamed up with CMMG to promote Terminator Genisys to the Chinese movie-going public.
What does this mean? Well, it seems China and Japan have been on the receiving end of far different advertising campaigns to the rest of the world- the campaigns have been far more interactive with engaging benefits/rewards i.e. loyalty cards for cinemas, red carpet events with Terminator impersonators, magazines, Gibson guitar promotions (will ‘Pops’ be giving young Sarah Connor guitar lessons?) and much, much MORE!
The Asian market accounts for a huge amount of box-office revenue and could prove Genisys to be a financial success (regardless of takings from the U.S and Europe etc.)- this would mean that any positive fiscal response from China and Japan might necessitate a sequel; even if the movie doesn’t do so well in the rest of the world.
Transformers: Age of Extinction was the biggest grossing movie in China’s history just twelve days after its release- grossing $225 Million and surpassing James Cameron’s earnings for ‘Avatar’ (again,- after just 12 days) – Paramount’s partnership with CMMG is definitely reaping big rewards with seemingly little risk.
A Paramount CEO stated (of Transformers success in China): “Achieving this historic benchmark with the unparalleled support from our partners in China has been a spectacular experience for our studio. We’re honored by the deeply passionate response from Chinese audiences”.
The Asian market really is that lucrative, grabbing the attention of big studios with fast, high profit returns.
… Terminator Genisys will also tick another box for appealing to Asia- Lee Byung-Hun, Lee hails from South Korea and is an Asian star on the rise; obviously the promotion of Asian stars to appeal to an Asian audience isn’t just an interesting casting choice but also a smart business decision from studio bosses hoping to capitalize on the growing Asian market.
Transformers: Age of Extinction starred Chinese actress Li Bingbing and had scenes located in Beijing and Hong Kong, not to mention the fact that the ‘Dinobots’ had an interesting design- something akin to Chinese mythical dragons; all of which connected Chinese audiences to the movie and made a positive impact on Asia- allowing for a highly profitable return for the studio.
Is this another cynical marketing ploy from money-hungry studios or simply a smart strategic manoeuvre on behalf of the movie industry?
What do you think? Comment below…