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Air Pollution in China Could Hurt Star Wars: Rogue One
Star Wars: Rogue One opens in China today, January 6, but its box office performance in the country could be hampered by terrible air pollution.
According to GameSpot sister site CBS News, Beijing and other Chinese cities are currently facing air pollution levels that are many times above what the World Health Organization deems to be safe. Flights have been delayed and highways closed. Toxic particles in the air can damage lung tissue, so it is a real concern.
As CBS News explains, in some cases, authorities have ordered students to stay home due to the terrible smog. The air pollution could keep people from going out to the movie theater this weekend.
"Some people who would have checked out Rogue One are going to stay home with their air purifiers this weekend--there's no question," an anonymous Beijing-based producer told The Hollywood Reporter. "How many is harder to say. Sadly, many of us who have lived in Beijing a long time are just used to this."
Revenue at the Chinese box office dropped 23 percent over the New Year holiday weekend, a downturn that could be at least partially attributed to the smog.
Here's a dramatic timelapse video of smog rolling in to Beijing recently.
China is the world's second-largest movie market, only behind the United States. The Star Wars series does not do historically do as well in China, but Disney put a plan in place to help change this with Rogue One. The company launched a local marketing blitz that included a poster for the film with its Chinese stars, Donnie Yen and Jiang Wen, up front.
Rogue One opened in the US and other international markets on December 16. Worldwide, the film has already made more than $800 million; it could cross $1 billion after it opens in China.
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According to GameSpot sister site CBS News, Beijing and other Chinese cities are currently facing air pollution levels that are many times above what the World Health Organization deems to be safe. Flights have been delayed and highways closed. Toxic particles in the air can damage lung tissue, so it is a real concern.
As CBS News explains, in some cases, authorities have ordered students to stay home due to the terrible smog. The air pollution could keep people from going out to the movie theater this weekend.
"Some people who would have checked out Rogue One are going to stay home with their air purifiers this weekend--there's no question," an anonymous Beijing-based producer told The Hollywood Reporter. "How many is harder to say. Sadly, many of us who have lived in Beijing a long time are just used to this."
Revenue at the Chinese box office dropped 23 percent over the New Year holiday weekend, a downturn that could be at least partially attributed to the smog.
Here's a dramatic timelapse video of smog rolling in to Beijing recently.
China is the world's second-largest movie market, only behind the United States. The Star Wars series does not do historically do as well in China, but Disney put a plan in place to help change this with Rogue One. The company launched a local marketing blitz that included a poster for the film with its Chinese stars, Donnie Yen and Jiang Wen, up front.
Rogue One opened in the US and other international markets on December 16. Worldwide, the film has already made more than $800 million; it could cross $1 billion after it opens in China.
More...