Home » Metro » Entertainment and Culture
Complaints mar film's success at box office
By Xu Wei |
00:00 UTC+8 July 24, 2010
|
Print Edition
Print Edition
"AFTERSHOCK," the latest offering from Chinese mainland director Feng Xiaogang, is drawing big crowds since its national release on Thursday, but it has attracted criticism over product placement.
The film, centering on the catastrophic 1976 Tangshan earthquake, has reduced audiences to tears.
However, some viewers complained that the film had too many product placements with too much publicity given to wine and insurance brands, for example.
Film insiders estimate that product placement in the film was worth nearly 100 million yuan (US$14.7 million), twice as much as in Feng's comedy romance "If You Are The One."
"I should say Feng's movies seldom let people down," said Kevin Fan, an IT worker.
"It is a good movie. But if he can incorporate advertisements into the story line more naturally and smoothly, the movie will be better received."
Shanghai United Cinema Lines, the city's major cinema chain, said they had taken about 3.85 million yuan in ticket sales so far.
"The movie with a good emotional story and impressive visual effects will definitely be a box office sensation this summer," said Wu Hehu, the chain's deputy general manager.
Stellar Cinema City has sold about 170,000 yuan in tickets for "Aftershock," 60 percent of which came from IMAX screenings.
More than 1,000 people have attended the cinema's IMAX screenings.
"Most cinemagoers are attracted to the IMAX version because it can better display the devastation and its big impact on people's lives," said Zhou Qiong, a manager at the cinema.
Nationwide, "Aftershock" grossed over 34 million yuan on its first day, a record for a domestic movie, according to the State Administration of Radio, Film and Television.
The film, centering on the catastrophic 1976 Tangshan earthquake, has reduced audiences to tears.
However, some viewers complained that the film had too many product placements with too much publicity given to wine and insurance brands, for example.
Film insiders estimate that product placement in the film was worth nearly 100 million yuan (US$14.7 million), twice as much as in Feng's comedy romance "If You Are The One."
"I should say Feng's movies seldom let people down," said Kevin Fan, an IT worker.
"It is a good movie. But if he can incorporate advertisements into the story line more naturally and smoothly, the movie will be better received."
Shanghai United Cinema Lines, the city's major cinema chain, said they had taken about 3.85 million yuan in ticket sales so far.
"The movie with a good emotional story and impressive visual effects will definitely be a box office sensation this summer," said Wu Hehu, the chain's deputy general manager.
Stellar Cinema City has sold about 170,000 yuan in tickets for "Aftershock," 60 percent of which came from IMAX screenings.
More than 1,000 people have attended the cinema's IMAX screenings.
"Most cinemagoers are attracted to the IMAX version because it can better display the devastation and its big impact on people's lives," said Zhou Qiong, a manager at the cinema.
Nationwide, "Aftershock" grossed over 34 million yuan on its first day, a record for a domestic movie, according to the State Administration of Radio, Film and Television.
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
