After Coronavirus, Movie Theaters in China Turn to ‘Avengers,’ ‘Avatar’ to Bring Audiences Back

'Avengers: Age Of Ultron' marquee display

China is trying to kick its movie business back into high gear.

As the coronavirus pandemic began to sweep the globe, authorities and elected officials advised citizens to avoid large groups. So little by little, businesses began to — at least temporarily — shutter. Self-quarantining and social distancing became the new buzz terms. And the world essentially hit pause on business as usual.

Of course, this approach extended to the entertainment industry. After all, the business revolves around delighting mass audiences. Concert tours, film festivals, and the like began to get pushed or altogether canceled. Then, as studios pushed one anticipated film after another, movie theaters themselves closed up.

Now, with coronavirus receding in China, the nation is preparing to reopen its theaters with a very specific plan to boost attendance.

‘Avengers: Age Of Ultron’ marquee display | Alberto E. Rodriguez/Getty Images for DisneyChina will re-release select hits as theaters reopen

In the United States, leading movie theater chains AMC Theatres and Regal Cinemas only closed all their locations in mid-March 2020. So it is still early days as far as the coronavirus is concerned domestically. But China first began to show signs of the outbreak in December 2019. So the nation is months ahead of the U.S. side of the pandemic.

With the coronavirus epidemic largely contained, China is attempting to jumpstart its film industry now. According to The Hollywood Reporter, the nation is looking to reopen between 600 and 700 movie theaters. And it’s relying on one of the biggest film series in history, the Marvel Cinematic Universe, to help get theaters back on their feet.

But Chinese theaters aren’t releasing the entire 23-film MCU to theaters. Rather, they are focusing on the heavy-hitters: the four Avengers films. This makes complete sense, seeing as these are Marvel’s highest-grossing films at the worldwide box office. If the Chinese market hopes to inspire audiences to head back to theaters, Avengers: Endgame is a good start.

View this post on Instagram

Oh snap! #AvengersEndgame is coming to #DisneyPlus. Start streaming the epic finale to Marvel Studios’ Infinity Saga on November 12 in the US, Canada and Netherlands and on November 19 in Australia and New Zealand.

A post shared by Avengers: Endgame (@avengers) on Nov 6, 2019

Source:: Showbiz Cheat Sheet

      

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