"Due to the overwhelming popularity of the IMAX 3D film Transformers, and the excessively dense screening schedule, the film reel of Transformers has burned out, causing severe damage to the IMAX projection equipment, which is expected to be temporarily unrepairable. We kindly ask all pre-sale ticket holders to exchange their tickets for a standard 3D screening ticket and receive the corresponding refund. We sincerely apologize for the inconvenience caused. Thank you!"
This was a public announcement made by an IMAX cinema in Dongguan, published on television and in newspapers.
Some might wonder why a public statement had to be made on TV and in the papers. Even Duke paid some attention after seeing it, and when he read the cause, he couldn't help but sigh at the fanaticism of the fans.
Due to being unable to screen Transformers, the cinema manager kneeled twice in apology to the audience.
One afternoon last weekend, during the screening of Transformers at this IMAX cinema, an audio-visual sync issue occurred during the main feature, followed by a suspension of the screening. The over 500 attendees on-site became agitated, demanding refunds and compensation.
According to the newspaper Duke read, the IMAX 3D screenings of Transformers at the cinema were so wildly popular and so frequent that the film reel burned out, causing significant damage to the IMAX projection system.
Because the film stopped playing, the audience in the theater grew emotional, loudly reprimanding staff, and the scene got out of control.
Given the situation at the time, the theater manager had to step forward to apologize to the audience and knelt down twice.
"If I hadn't knelt at that time, the situation would've been uncontrollable. Given the fans' level of fervor, a safety incident could have easily occurred if I hadn't done it!" the manager later said in an interview.
After half an hour of negotiation, the fans gradually calmed down. The theater promised full refunds, plus 200 yuan travel reimbursement and a free movie voucher for each viewer.
In fact, Transformers' box office performance in China is the best explanation for such a scenario.
After maintaining strong weekday performance, Transformers exploded over the weekend, earning more than 76 million RMB on Saturday alone in China. It set an unprecedented single-day box office record in Chinese film history.
Although Sunday's box office dropped slightly, the 55 million RMB earnings still left many other imported films ashamed.
In its first seven days, Transformers raked in 325.6 million RMB in China. Nearly everyone understands this commercial blockbuster is bound to break the all-time box office record in Chinese history.
Where will this record ultimately end? Five hundred million? One billion?
China's film industry insiders widely believe Transformers will undoubtedly become the first film to surpass 500 million RMB at the mainland box office. It may also become the first to break the 100 million USD threshold—equivalent to nearly 700 million RMB domestically. Whether it can break through the 1-billion mark remains the biggest suspense.
For Transformers to surpass the 1-billion RMB mark in China, it'll require more than just fan enthusiasm and general audience support. It also needs a massive, high-intensity publicity campaign.
Warner Bros. Greater China joined forces with Wanda, New Film United, and New Century cinema chains to launch the Transformers Mobilization 20th-anniversary special exhibition. Over a hundred new and classic toys were made available for fans to try and purchase, including several discontinued limited editions provided by Hasbro. Additionally, special discounts such as half-price student tickets and discounted first/last showings were introduced to attract more viewers to theaters.
Due to the domestic film protection month and simultaneous global release, Transformers wasn't launched during the popular summer season or the unique Lunar New Year slot. This might slightly impact box office revenue, but Warner Bros. and China Film Group implemented targeted promotions to stir the memories of those born in the '70s and '80s—now the main consumers in China's movie market.
Moreover, there were no competitors strong enough to rival Transformers during this release period.
In major theaters of many first-tier cities, Transformers was scheduled every ten to twenty minutes. In theaters co-operated by Warner and China Film Group, the intervals between screenings were even less than ten minutes.
The film's record-breaking performance quickly sparked a media frenzy in China. The media attention attracted more audience members to the theaters. If the first week's success largely came from long-time fans, later viewership had less to do with nostalgia.
"Transformers will be the box office champion in China this year. It has all the elements of a blockbuster import, especially its demonstration of high-tech power and shock value. It not only satisfies the Transformers obsession of the post-'80s generation, but under such massive impact and media focus, it also draws in a wide range of trendy viewers."
This comment from an official media outlet across the Pacific was undoubtedly the best summary of the Transformers fever sweeping China.
To promote the film, Warner Bros. and China Film Group spared no effort. For example, they hyped up the fact that Optimus Prime's fighting style during production was inspired by Chinese freestyle combat as a tribute to kung fu. Online, they heavily promoted how Hollywood producers admired the two Chinese cameo actors whose names Duke couldn't even remember and declared they would have more significant roles in the sequel.
Riding the wave of the film's popularity, Warner Bros. collaborated with several Chinese websites such as Mtime to launch a Transformers character popularity contest, which received wide participation.
For example, the "Coolest Design" award went to Optimus Prime he's the big brother after all, combining sexiness and might. Especially when he rushed to the final battle, his transformation and random combat stances were absolutely stunning.
The "Best Decoration" award went to Ratchet—the body of a Hummer with the soul of a nurse. Such a robust figure was barely shown in action due to limited screentime. Most importantly, his superb medical skills weren't showcased, making his role as a medic rather perfunctory.
The "Smartest Transformer" had to be Starscream attacking at the right time, retreating when needed. From TV to the big screen, Starscream was still as arrogant and cunning as ever.
As the director, Duke never minded stepping into the spotlight when necessary to promote himself and draw more attention to the film.
When China's largest official media requested an exclusive interview, Duke only hesitated briefly before agreeing.
Several black Volkswagen sedans pulled up in front of the Shanghai Hilton Hotel. Chai Jing opened the car door and entered the hotel with the director, cameraman, and other crew members. They arrived at the prearranged lounge in the hotel lobby, where an assistant was already waiting for them.
"You're a bit early."
The assistant from China Film Group spoke politely, "Director Rosenberg is currently handling some work. I'll take you up in about half an hour."
"Thank you!"
Chai Jing exchanged some pleasantries with the other party and sat patiently on the sofa in the lounge. She took an English magazine out of her handbag—it was the latest international edition of TIME magazine, and the cover featured the very person she was about to interview.
She flipped through the magazine and found the relevant article. Chai Jing began reading it attentively, seemingly trying to discover something helpful from the Pacific-side colleague's interview.
TIME magazine's headline was eye-catching—Duke Rosenberg, a Master of Cinema with Effortless Gravitas.
Last month, we interviewed him one afternoon at the Transformers studio.
Duke is tall and slender, walking with strong, firm steps. His chin and shoulders slightly tilt, making it easy to imagine him as a proud matador. And Duke himself, much like the bullfighting masters of Madrid, believes he is an undisputed expert in the business of satisfying audiences.
In his illustrious directing career, Duke has long been accustomed to pressure and passion. He's always been known for his bold style, filled with pioneering ideas and plenty of massive explosions—you'd almost think it was a mistake not to hear a fuse sizzling when you shook his hand.
His films include Speed, The Rock, and Independence Day—all works that film critics would consider "style over substance" and that have never been warmly received by the critical establishment.
Yet all the major studios in Hollywood treat him like a treasure, because he can grab audiences and drag them away from their home hi-fi surround sound systems back into the theaters.
Perhaps this is more accurate: Duke is a master of popular art, not an academic titan.
"Our way of doing things is fast as the wind, and meticulous," Duke told us. "I'm not some old-fashioned relic, even if people think I am. A lot of people hate me, and I know critics have all sorts of sneers and sarcasm, but I don't care. As long as you achieve something in film, someone will always try to take you down."
He was born in Santa Monica, California, and grew up in a single-parent household. His mother was a highly successful businesswoman, which led to an obvious result—his taste inevitably turned commercial, very commercial.
Duke understands that the younger generation loves commercial films like Transformers.
"Once, I talked to a screenwriter about our target audience, and his reaction was like I'd deeply insulted him—just because I used such a commercial term," Duke said in his office. "But if you're holding tens of millions of dollars to make a film, you'd better know who that film is meant for because those people are the ones paying for it."
If anyone is naturally in tune with commercial blockbusters, it's Duke. In Hollywood, no one has ever doubted Duke's ability to handle actors and massive budgets. His style is highly personal, original, and beautiful and the shots and actors he uses are always distinctive…
"We can go up now."
The assistant's voice suddenly rang out. Chai Jing closed the magazine, cast aside all distractions, and prepared to begin one of the most important interviews of her career.
..
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