The record-breaking “Star Wars” opened Saturday in China, where it is far from certain to draw in enough moviegoers to knock off “Avatar” as the world’s all-time biggest grossing movie.
“Star Wars: The Force Awakens” is the highest grossing film ever in the North American market, where it was released three weeks ago.
But internationally, it still has a long way to go to beat “Avatar,” James Cameron’s science-fiction movie with blue aliens. The international box office of the latest “Star Wars” movie stands at $1.6 billion, compared with the $2.8 billion “Avatar” made in 2009.
Richard Huang, an analyst at Nomura Securities, expects the movie to roughly match the $229 million in Chinese box-office sales that “Jurassic World” generated last year.
Not many Chinese are familiar with “Star Wars.” The franchise’s three prequel films released from 1999 to 2005 were shown in China, but at a time when there were many fewer screens in the country.
Promotional events in the months leading up to the release included the placing of 500 Stormtrooper figures on the steps of the Great Wall.
Disney enlisted the marketing power of actor and singer Lu Han, who appeared in promotional videos and released a music video on Thursday called “The Inner Force” with images from the film.
China is expected to surpass North America as the world’s largest movie market as soon as next year.