Shang chi distribution

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Starter 

1. Filmed on a IMAX camera, expensive but high-quality, Ian Mckellen crying 

2. Coronavirus - 45 theatrical window 

3. New Zealand best editors, weta digital who also did lord of the rings. 

4. Director - Destin Daniel Cretton an indie darling, directed Short term 12, Chinese background to hawain

5. Australia - given a grant by Australian government / tax breaks, creates more jobs for the area 

6. Famous Asian actor Simu Liu, Unicorn choice - Chinese born Canadian, mandarin + English 

Distribution 

Macro marketing: 

Below the line 

  • word of mouth
  • marketing they haven't directly paid for 
  • memes 
  • viral content 

Above the line

  • red carpet 
  • press tours - 
  • collabertaions - 
  • merchandise 
  • competition 
  • radio 
  • billboards 
  • oscars 
  • print advertising 
  • tiktok edits 
  • social media campaign 
Comprehensive knowledge Marketing Stratiges 
  • paid someone to make a background story on Shang chi on youtube 
  • released the soundtrack on youtube 
  • Marketing it as part of a franchise 
  • Easter eggs-post credites scene teases the next film e.g Shang chi teases the Hulk and Captain Marvel 
  • Marvel logo contains all of the superheros at the start of the film to remind you to watch them 
  • trailers- dead pool vs wolverine 365 million 
  • interviews with Simu Liu wired auto complete 
  • Individual Character posters for Shang Chi
 




Consumption 

  1. Considering it was released in 2021 it did very well 
  2. Praised for it's representation of Asian culture it was quite successful 
  3. Shang chi earned $90 million during it's Us labour day weekend opening 
  4. It's 45 day theatrical release boosted it's sales unlike any other Pandemic-era hybrid releases 
  5. Kevin Fiege called Shang Chi an "experiment" Simu Liu critised this comment saying representation shouldn't be an experiment 
  6. It was critically received well got an Oscar nomination for best visual effects and was rated 92% on rotten tomato's 
  7. D23- is an official Fan Club where there is an Expo event. They give new announcements 

Lack of Chinese distribution 

Experts point to the deterioration of U.S.-China relations, rising Chinese nationalism and the character's racist comic book past. The early Shang-Chi comics were rife with stereotypes about Asians — the characters were portrayed in unnatural yellow tones.
Liu, 32, who emigrated to Canada with his parents in the 1990s, has also drawn public ire over past comments critical of his country of birth.
In a 2016 Twitter post, he described Chinese government censorship as "really immature and out of touch."






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