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23-May-2014 08:44

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The video, which featured Vin Diesel and clips from the film, scored more than 40 million views online.The stars also did live video chats on Chinese social media, and took selfies with followers from Weibo, a massively popular social media site.That’s because when a film works in China, it still can mean the difference between a flop and a hit, as Paramount proved last weekend with “x Xx.”The movie, starring Diesel as an extreme-athlete-turned-special-agent, cost million to produce and surpassed 0 million in Chinese receipts this week.Megan Colligan, president of worldwide distribution and marketing for Paramount, said digital marketing efforts were key, as was its international cast that included Chinese martial arts star Donnie Yen.“The audience is young and highly mobile,” Colligan said.“You end up spending a lot of money very fast,” said one studio executive who has worked with Chinese companies and who didn’t want to be named in order to protect business relationships.“That sometimes means less bang for your buck.” Additionally, some in Hollywood have become increasingly cautious about their future prospects in China, after a dramatic box office slowdown last year.Online ticket sales account for more than 70% of the Chinese box office, compared with roughly 20% in the United States, according to industry estimates.The heavy digital sales in China, where young people buy virtually everything online, give marketers access to detailed consumer data they can use to adjust their marketing materials mid-course.

Just last month, China studio Shanghai Film Group and distribution and marketing giant Huahua Media agreed to invest up to

Just last month, China studio Shanghai Film Group and distribution and marketing giant Huahua Media agreed to invest up to $1 billion in Paramount’s slate over the next three years.

The deluge of digital promotion for “x Xx” highlights fundamental differences in the way movies are marketed in China as compared to Hollywood.

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Just last month, China studio Shanghai Film Group and distribution and marketing giant Huahua Media agreed to invest up to $1 billion in Paramount’s slate over the next three years.The deluge of digital promotion for “x Xx” highlights fundamental differences in the way movies are marketed in China as compared to Hollywood.

billion in Paramount’s slate over the next three years.

The deluge of digital promotion for “x Xx” highlights fundamental differences in the way movies are marketed in China as compared to Hollywood.



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