"Star Wars: The Force Awakens" is expected to be another success in the world's second largest movie market, according to the top executives of China's biggest movie theater chains.
The Hollywood Reporter asked President Zeng Maojun of Wanda Cinemas, a company that manages around 2,000 cinemas in China, about the projected hit of J.J. Abrams' film.
"Star Wars will have a bigger impact in the U.S.," Maojun said. He gave an estimated $230 million gross earnings for the film if it reaches the younger audiences, who make up 60 percent of the country's box office.
Maojun said "Star Wars" appeals more to older generations in the U.S. "To do well in China, it is the opposite: it has to reach young people," he added. The Millennials or the post-90s generation constitute China's younger demographic.
According to the report, the original three "Star Wars" films did not receive an extensive theatrical release in China. Hence, the blockbuster movie franchise was less known in the highly populated country.
Because of that, Disney created a massive marketing campaign for China to attract and increase prospective local audiences.
Disney made and placed 500 Stormtroopers on The Great Wall of China. The promotional photos became viral in the country and all over the world.
Disney also has made a deal with MTime, which runs China's highly viewed movie websites and mobile ticketing systems. The deal focuses on "Star Wars" merchandising and digital marketing in the country.
On the other hand, the 20th Centruy Fox together with Disney completed a deal with Tencent, an online giant in China. The deal will allow all the "Star Wars" films available for streaming through Tencent's online video services.
No wonder Yu Xin, the CEO of Dadi Cinema group, the second-largest movie chain in China, said that "Star Wars" will definitely be successful in the most sought-after Asian market. He expressed confidence that J.J. Abrams' film will break $310 million.
The optimistic projections must make J.J. Abrams positive as to how successful his legendary creation will be.
"Star Wars: The Force Awakens" will be released in China on January 9, 2016.
