China heats ‘Earth’ with 3-D

WB film grosses $2.93 million

WB’s “Journey to the Center of the Earth” has grossed a healthy 20 million yuan ($2.93 million) in mainland China from just 86 screens since its release at the end of September — thanks to its 3-D component.

The Chinese government is keen to encourage the development of the 3-D industry, so the genre has a special quota category aside from the normal quota governing foreign imports.

This allows WB to get an extra film into mainstream release and charge prices up to $15 for tickets.

“This film will be released for half a year rather than just a month. And the film’s success will push China to import ‘Avatar’ and ‘Kung Fu Panda 2,’ ” said Wang Shasha, from the publicity department of the digital film unit of China Film Group.

However, some auds were unhappy with the cost of tix, and there were troubles with the one-size-fits-all 3-D glasses, which reportedly made some people feel dizzy. Others were upset at having to pay $100 in compensation for damaged glasses.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Digital News from Variety