Resonance China’s New Report on Digital Marketing of Film in China


China’s box office is booming, as other markets are slumping. As part of weekend and weeknights, going out to the movies is now an entrenched part of middle class living in China’s cities. So much so, that China is expected to overtake the United States, as the biggest movie market in the world by as early as next year.

Realizing this important cultural trend, we have created a report looking at how three, very different films, marketed themselves to local netizens. The films we chose – Star Wars, Kung Fu Panda and local production Lost in Hong Kong – all achieved impressive box office through different digital strategies.

Star Wars China Boxoffice

Star Wars China Boxoffice

Three Different Films, Three Different Strategies

In this report, we explain how each film used their unique stories to create digital touch points to attract the attention of local moviegoers. A fascinating combination of an international film trying to create a local following (Star Wars), an international film with a Chinese story (Kung Fu Panda) ,and a local film that celebrates local internet culture (Lost in Hong Kong).

Another fascinating and invaluable addition to our CSBR database.

Join as a member, to receive this report and all other CSBR reports.
The first reference point in decoding China’s digital landscape.

About Author

Tracy Zhang

As a Masters graduate of Foreign Trade, Tracy started her career helping supermarket brand City Shop to source the ‘hunger’ of Shanghai’s internationalizing consumers. Now that she has found her passion in consumer research, she is helping develop Resonance's ground-breaking ethnographic offer.

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