The story appears on

Page A4

November 9, 2013

GET this page in PDF

Free for subscribers

View shopping cart

Related News

Home » Metro » Entertainment and Culture

Cinema’s poster of Thor ignites debate

A Shanghai cinema has used a photoshopped poster showing the superhero in Thor: The Dark World embracing his evil brother Loki in a bromance posture, which generated publicity for the film.

The poster shows the hero played by Chris Hemsworth locked in an embrace with Loki played by Tom Hiddleston, rather than wrapping his arm around Jane played by Natalie Portman, which is in the original version of the poster.

The Shanghai Bona Insun International Cineplex in Putuo District has created a buzz with the poster and ignited a heated debate over the release of the film.

It has given a boost to the film’s publicity campaign and won the hearts of some fans who want to see “gay love” between the pair.

Many netizens said they have long felt the bromantic chemistry between the pair and are happy about the poster.

A netizen identified as Matt said “the poster have made me excited for the movie.”

Even Zhou, an office worker, said the ‘‘special design’’ is interesting and pleasing to look at.

The poster has been widely circulated on social media like Weibo, and it has been reported by overseas media.

Even Hemsworth and Hiddleston gave a thumbs-up to the poster’s creativity, the Shenzhen Evening News reported. 

Hemsworth even wanted to post it on the wall of his home, according to the report. 

But a woman surnamed Zhao, who was about to watch the movie at the cinema, said although she understood it was a gimmick to attract customers, she didn’t consider it appropriate.

“After all, many parents would take their kids to watch the movie and I wonder how they should explain to their children about it,” she said.

But fears over copyright infringement saw the poster, put up on Wednesday before the movie’s premiere at 12am, taken down by the cinema on Thursday.

“One of my friends shared with me the fan-made photoshop work and I thought it was fun and would be entertaining to our audience if put up on our poster,’’ said Zhu Yue, assistant general manager of the cinema.

“The massive reaction is above our expectations and we soon removed the poster over possible copyright concerns.”

But he claimed the poster boosted the cinema’s box office and enhanced the cinema’s name to many movie fans.


Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.

沪公网安备 31010602000204号

Email this to your friend