Movie guide for Spring Festival 2018
- By Zhang Rui
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E-mail China.org.cn, February 16, 2018
4. "Monster Hunt 2"
The first installment of animator Raman Hui's franchise, which combines fantasy, action and comedy elements, was once the highest-grossing Chinese film ever. The sequel has upgraded its budget (reportedly 900 million yuan), cast (adding Tony Leung, Li Yuchun and more), visual effects (George Lucas's company Industrial Light and Magic is involved) and marketing.
To raise the film's profile domestically, promoters went to China's remote countryside to erect billboards or paint murals beside the regular big city promotions. The distributors also worked with more than 60 famous brands, including McDonald's, to co-promote the film and license film merchandise. Promoters even bought a 60-second commercial spot for the film right before China's most-watched TV event, the annual Spring Festival Gala on the eve of the Lunar New Year. No film has ever before secured that prime slot directly before the national program.
It is the most anticipated film of the Spring Festival season and has already broken presales records, earning more than 200 million yuan (US$31.55 million). It is an all-ages family film that may well cater to the festival atmosphere.
Distributors have kept the film secret and have not shown it to the media or others before its official release. How good or bad it will be remains to be seen, but based on the first installment, it will likely be a silly and hilarious movie that appeals more to children and family audiences.
Lionsgate has acquired the North American and U.K. theatrical distribution rights to "Monster Hunt 2."
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