takes a look at how the box office in the world’s second largest film market has been overturned by a public health crisis that has made gathering in enclosed cinema spaces a health risk.Earlier this week, it seemed to be business as usual for the Spring Festival holiday release window. Production teams collectively spent a reported $144 million on publicity for the seven blockbusters scheduled to release this Friday and Saturday, the eve and New Year’s Day of the new lunar year of the rat.
was discovered on Jan. 13, the virus has spread to Thailand, Japan and South Korea. On Jan. 21, the first reported case is found in the U.S., in Seattle.were mounting swimmingly before Sunday , accounting for around 2% of the national box office, on average. But from Sunday onwards, ticket sales rapidly declined, dropping from 2.2% of the national total to 0.5% in the space of three days. From Monday, film company shares begin to fall, including those for Wanda Film and China Film.
Official film Weibo accounts start to slash promotional material and instead boost posts cheering for “frontline medical workers.” Then, in quick succession, all seven issue statements that they are formally withdrawing their titles. No future release dates have been announced. Lam’s “The Rescue” was on-brand and adopting the most rousing tone, writing: “At the moment, many medical and rescue personnel are sticking to their posts, stepping forward bravely at the key moment of danger and disaster! The movie ‘The Rescue’ is about exactly this kind of spirit. Let us as millions, all of one mind, with unshakeably unity, win the battle of preventing an epidemic!”
Cinemas in Wuhan and other nearby locked-down cities have been entirely shut down, and authorities have issued a mandatory face mask policy there for public spaces. Cinemas elsewhere remain operational for the moment, advertising that they have boosted disinfection measures and ventilation for theaters.