Tuesday, March 30, 2010

China Weekly Box Office (3/22 - 28): Excellent start for Alice in Wonderland

MovieWeekly Gross (yuan/dollar)Change# of showingsadmissionsTotal (yuan/dollar)
1. Alice in Wonderland(爱丽丝梦游仙境)67m ($9.81m)New52,2101,420,39467m ($9.81m)
2. Just Another Pandora's Box(越光宝盒)45m ($6.59m)-19.6%43,2961,395,348101m ($14.80m)
3. Avatar(阿凡达)10.3m ($1.51m)-61.9%5,118175,7971.3223b ($193.70m)
4. Percy Jackson & the Olympians: The Lightning Thief(波希杰克逊与神火之盗)6.5m ($0.95m)-59.4%12,969209,88028.1m ($4.12m)
5. Gamer(天地逃生)6.0m ($0.88m)+9.1%11,751199,33511.5m ($1.68m)
6. Sherlock Holmes(大侦探福尔摩斯)2.4m ($0.35m)-62.5%5,25474,11973.8m ($10.81m)
7. Big Soldiers(大兵小将)0.45m ($0.066m)-82.7%1,85916,703151.65m ($22.22m)
(Source, 1 chinese yuan == $0.14649)

Before Avatar, a 3-day 67m yuan opening would have been universally praised as excellent for Alice in Wonderland, but now somehow many local articles chose to focus on the fact it did not get anywhere near Avatar's figure. In reality, Avatar has not changed the era we are in overnight, and although it demonstrated the market's potential in China, no film will come near its vicinity any time soon. 200m yuan ($29m) total, a number Alice is on target to surpass, remains a tough benchmark where only certain number of films will achieve in a given year and should be celebrated. $40m (273m yuan) is also not out of the question with the holding power of 3D/IMAX.

Given the intricate dynamic of screen allocations in China, it is not surprising to see Avatar drop as big as it did, even though part of me still hoped for a better hold so that $200m would remain attainable. Now it is looking at a $195-197m finish.

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