Transformers: Age of Extinction has become the highest-grossing film of all time in China, overtaking James Cameron’s Avatar. Michael Bay’s film, the fourth in the long-running saga about warring races of giant robots, has so far taken a staggering $222.74m in just 10 days. That compares to a total of $222m for Avatar over a two-month period in 2010. Age of Extinction’s success has been fuelled by a campaign to woo Chinese filmgoers which is arguably the most aggressive ever seen by Hollywood. Studio Paramount cast local icons Li Bingbing, the famous actor, and boxing champion Zou Shiming in the film, which also features a number of Chinese landmarks and saw premieres in Hong Kong, Shanghai and Beijing. The film has attracted a degree of bemusement in China after clumsy product placement led to American characters clearly drinking the Chinese version of Red Bull during scenes set in Texas. Paramount’s efforts to build relationships with Chinese businesses have not always run smoothly. The famous dragon-shaped Pangu Plaza hotel in Beijing reportedly paid $1.6m to appear in Age of Extinction, then threatened to sue when, they claimed, the hotel did not appear for as long as was originally agreed. The matter… Read full this story
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