Chinese audiences are, literally. That could mean moving a shoot’s location or teaming with homegrown talents or companies; other times it might take the form of region-specific Easter eggs or additional scenes. But the 3D conversion fee is only several million yuan.
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But that latter strategy can backfire, as Universal Pictures has now learned.
A poster for action spy thriller “Jason Bourne”. But Universal put together a special 3D version for select Asian markets including China, Hong Kong, India, the Philippines, and Vietnam.
“Jason Bourne”, the zillionth edition in the internationally famous film franchise starring China-favorite Matt Damon looked prepared to make an absolute killing in China. But public opinion soured on the 3D version of the film pretty quickly. “It’s been happening many times in China and must be stopped”, Zhou told the Global Times on Thursday, adding that he would organize similar protests online.
General audiences aren’t staying quiet about their displeasure either.
Fans showing their phone screens with a message that reads, “refund our tickets”, in protest against a Jason Bourne 3D screening at a Beijing cinema, August 25, 2016. However, this phenomenon – echoed by past China-exclusive 3D releases of 2012, Looper, Iron Man 3, Lucy and Transcendence – reflects a practice created to inflate box-office numbers with the backdoor boosting of ticket premiums for the 3D version. But this time, being forced to buy far more expensive 3-D tickets, just to feel fully immersed in a far-off fantasy world of government buildings, has left fans feeling not only gouged but physically ill, and openly calling for boycotts. Ltd.as well as theaters to present more 2D version showtimes for Chinese audiences. Also, theaters showing the 2D version are either located in remote districts or are screening the film in the early morning or late at night. One critic revealed to the paper that theaters capable of playing the 3D version were not given the option by distributors of playing the 2D version.
According to a 2012 notice on domestic high-tech movies by a funds committee of the country’s State Administration of Press, Publication, Radio, Film and Television, domestic movies capable of being screened in 3D or on iMax stand to receive a subsidy of from 1 million to 10 million yuan.
In China, when a film is sold in the 3D format, it can earn up to 33% more than the 2D version.
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Chinese distributors are more apt to release a film in that country in 3D because it helps keep pirates at bay. Fortunately, the distributor is responding, at least in this case.
