- China’s most expensive movie ever made, “Asura,” was pulled from theatres after making only $US7 million in its opening weekend.
- Producers say that changes will be made and the movie will be released again.
- They blamed sabotage of online reviews for the movie’s low turnout, but poor marketing could have played a part.
Producers have pulled the plug on the Chinese fantasy-epic movie “Asura,” which cost over $US100 million to make, after it made just $US7 million in its opening weekend. But it may not be the last time Chinese audiences get the chance to see it.
Alibaba Pictures, along with the investors Zhenjian Film Studio and Ningxia Film Group, decided to yank the movie, China’s most expensive ever made, after it bombed over the weekend. According to The Hollywood Reporter, the movie’s social-media accounts announced the move on Sunday but provided no further information.
But according to The Hollywood Reporter, a Zhenjian Film Studio representative told the Chinese news outlet Sina: “This decision was made not only because of the bad box office. We plan to make some changes to the film and release it again.”
It’s unprecedented for a movie to come to theatres only to be pulled, changed, and released again, and we’ll see whether “Asura” actually gets a second chance. The movie was supposed to launch a new hit franchise for China, but now its producers are saying it was sabotaged by online trolls.
US blockbusters like “Star Wars: The Last Jedi” have faced Rotten Tomatoes sabotage, and “Asura” producers say something similar happened on China’s leading mobile-ticketing apps and a Chinese review aggregator, according to The Hollywood Reporter – another social-media post said the movie had received several 1/10 scores.
But other factors could have played a part. Fankink, a Chinese research firm, implied that the movie could have been poorly marketed.
“Based on our tracking, prerelease market heat for this movie was quite low – below average,” a Fankink representative told The Hollywood Reporter.
Whatever the case, it will be hard to make a comeback after this dismal start if the movie is indeed released again – but maybe audiences in China will be a little more curious about it now.
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