By Jocelyn Rochat (La Tribune de Genève)
Ctis the story of a well-oiled marketing plan that turns into disaster, and that does not bring in the half a billion hoped for. For about ten years, the Disney studios had been preparing an offensive which was to ensure them a dominant position on the Chinese market. And everything fell apart in a few months.
The last three films from the highly lucrative Marvel superhero franchise released in the second half of 2021 have fallen victim to censorship. Black Widow, Shang-Chi and The Eternals have never been shown in Chinese cinemas.
For the American studio, the shortfall is colossal. In 2019, before the pandemic, Disney was pleased to achieve in China a turnover of close to a billion dollars. Thanks in particular to Avengers : Endgame, the biggest success ever achieved by a foreign film in this country: 629 million dollars (561.6 million euros) of receipts.
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