Have Chinese Audiences Turned on Product-heavy 'Transformers: The Last Knight'?
With China seen as the most important foreign market in Hollywood and recent talk of flop Blockbusters being rescued by international box-office returns, have American movies gone too far with the latest instalment of this huge franchise?
You might also like: 10 Films to See Before Visiting Shanghai
We’ve previously reported on films from the US making big numbers in China. The most recent Fast & Furious film even broke records when it opened earlier this year, but the picture isn’t as rosy as it may first appear. The Vin Diesel sequel, eighth in the high-octane series, was already a big hit in America and Europe, so success in China, although welcome, was never going to be make or break.
More recently, Tom Cruise had a rare blip with his reboot for The Mummy. The movie was intended to kick-start the Dark Universe for studio Universal, but a dismal performance Stateside seemed to have put an end to that idea. Although the film made far more money in China, early reports that this would save the film are now wide of the mark. The film, which co-stars Russell Crowe in a Dr Jekyll guise, is set to lose Universal somewhere in the region of $100m. Ouch.
You might also like: The Fate of the Furious Becomes Highest Ever Grossing Hollywood Release in China
The Transformers series has already performed wonders in China and beyond. The new film has received scathing reviews, but that’s nothing new for Michael Bay’s exercise in metallic mayhem. Buoyed by previous sums accumulated in the Far East, Paramount and producer Jerry Bruckheimer have even filmed parts of their earlier films in China to appeal to the audiences there.
However, at a recent screening of Transformers 5 (known in some territories as The Last Knight), Chinese audiences were in open rebellion at what they were seeing onscreen.
The Hollywood Reporter were in attendance at a special screening in Shanghai, and have reported that there were numerous walkouts and laughs at the repeated and jarring use of product placement. Even local audiences found it odd that all-american hero played by Mark Wahlberg was using a Chinese mobile phone with the Commercial Bank of China apparently on every street corner… in America.
You might also like: Star Trek And Beyond: Why Hollywood Needs China to Make a Hit
Although the film has opened strongly, at least compared to its disappointing US debut, the long term picture isn’t as good. Social media reactions have mocked the overt product placement and word-of-mouth, so crucial for the longevity of any film, is dismissive of this particular adaptation.
The immediate reaction is to assume that Transformers are no longer the cash cow they once were, but perhaps, and far more worrying for Hollywood blockbusters, the real story is that Chinese audiences are just as discerning as those from other countries.
Transformers: The Last Knight is out now.
Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.
Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.
Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.
Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.
We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.
Culture Trip Spring Sale
Save up to $1,100 on our unique small-group trips! Limited spots.
