China has been a challenging market for Hollywood movies in recent years, but there are signs of a thaw. One such indication is the announcement that Guardians of the Galaxy Vol. 3 will be released day-and-date in China on May 5. This marks a return for Marvel to the world’s second-largest box office market after a long drought that saw no movies featuring Marvel characters gaining entry.
The announcement is welcome news for fans of the Guardians of the Galaxy franchise, which has historically done well, though not explosively, in China. The original film made over $86 million at 2014 exchange rates, while the sequel grossed nearly $101 million in 2017, also at historical rates. Guardians 3 is set to kick off summer in North America on May 5, and according to a Fandango survey conducted in late December, it was the most anticipated movie of 2023.
The plot of Guardians of the Galaxy Vol. 3 sees Chris Pratt’s Peter Quill reeling from the loss of Zoe Saldana’s Gamora. He must rally his team to defend the universe and protect one of their own. Failure could lead to the end of the Guardians as we know them. It promises to be an exciting conclusion to the series, and fans in China will be able to see it at the same time as audiences in North America.
China has increasingly been doling out day-and-date releases for Hollywood titles, including Marvel’s Black Panther: Wakanda Forever and Ant-Man and The Wasp: Quantumania, which were the first Marvel movies to be released in China since Spider-Man: Far From Home in June 2019 and Avengers: Endgame in April of that same year. While neither of these films performed exceptionally well in China, there is hope that the release of Guardians of the Galaxy Vol. 3 will mark a turning point for Hollywood in China.
Outside of Avatar: The Way of Water, Chinese audiences have been tepid on Hollywood movies of late. Still, with the increasing number of day-and-date releases, there is hope that Hollywood can win back Chinese audiences. Quantumania, Shazam! Fury of the Gods, Dungeons & Dragons: Honor Among Thieves, and The Super Mario Bros Movie (also starring Chris Pratt) are all set for day-and-date releases in China.
In conclusion, the announcement of the day-and-date release of Guardians of the Galaxy Vol. 3 in China is a positive development for the future of Hollywood in China. While the market has been challenging for Hollywood movies in recent years, there is hope that the increasing number of day-and-date releases will help win back Chinese audiences. Fans of the Guardians of the Galaxy franchise can look forward to seeing the final installment of the series on May 5, whether they’re in North America or China.
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