People wearing 3D glasses watch the film "Titanic 3D" at a movie theatre in Taiyuan, Shanxi province April 10, 2012. Titanic 3D began showing in Chinese cinemas on Tuesday. REUTERS/Stringer (CHINA - Tags: ENTERTAINMENT SOCIETY) CHINA OUT. NO COMMERCIAL OR EDITORIAL SALES IN CHINA

Studios are fighting for Chinese viewers, since they can make or break a movie

17%

Last year, 17% of box office revenue around the world came from just one country—China.

Published   |  Photo by Reuters/Stringer
People wearing 3D glasses watch the film "Titanic 3D" at a movie theatre in Taiyuan, Shanxi province April 10, 2012. Titanic 3D began showing in Chinese cinemas on Tuesday. REUTERS/Stringer (CHINA - Tags: ENTERTAINMENT SOCIETY) CHINA OUT. NO COMMERCIAL OR EDITORIAL SALES IN CHINA
17%

People wearing 3D glasses watch the film "Titanic 3D" at a movie theatre in Taiyuan, Shanxi province April 10, 2012. Titanic 3D began showing in Chinese cinemas on Tuesday. REUTERS/Stringer (CHINA - Tags: ENTERTAINMENT SOCIETY) CHINA OUT. NO COMMERCIAL OR EDITORIAL SALES IN CHINA
17%

China has the power to turn movies into blockbusters even when they fail in the US, like with last year’s Warcraft.

c-warcraft-RTSGGCR-Aly Song

Reuters/Aly Song

People wearing 3D glasses watch the film "Titanic 3D" at a movie theatre in Taiyuan, Shanxi province April 10, 2012. Titanic 3D began showing in Chinese cinemas on Tuesday. REUTERS/Stringer (CHINA - Tags: ENTERTAINMENT SOCIETY) CHINA OUT. NO COMMERCIAL OR EDITORIAL SALES IN CHINA
17%

So movie studios are fighting to get their production in Chinese cinemas and testing strategies to please Chinese viewers.

People wearing 3D glasses watch the film "Titanic 3D" at a movie theatre in Taiyuan, Shanxi province April 10, 2012. Titanic 3D began showing in Chinese cinemas on Tuesday. REUTERS/Stringer (CHINA - Tags: ENTERTAINMENT SOCIETY) CHINA OUT. NO COMMERCIAL OR EDITORIAL SALES IN CHINA
17%

Studios are casting Chinese actors, like Fan Bingbing as Blink in X-Men, and showing Chinese products, like Moon Milk in Iron Man 3.

c-xmen-RTR3P3TS-Edgar Su

Reuters/Edgar Su

People wearing 3D glasses watch the film "Titanic 3D" at a movie theatre in Taiyuan, Shanxi province April 10, 2012. Titanic 3D began showing in Chinese cinemas on Tuesday. REUTERS/Stringer (CHINA - Tags: ENTERTAINMENT SOCIETY) CHINA OUT. NO COMMERCIAL OR EDITORIAL SALES IN CHINA
17%

Studios are also trying to please the Chinese government. They give it prominence in plots (in The Martian) and avoid polemic subjects like Tibet (in Doctor Strange).

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