CM – ‘Shang-Chi’ Tied Up For Labor Day Weekend Record With $ 90 Million WW Launch – Cashier Preview


The Labor Day weekend box office, the final frame of summer that studios usually shy away from, is on the brink of a revolution as Disney debuts Marvel’s first Asian-American superhero film, Shang-Chi and the Legend of the Ten Rings .

The studios have long believed that nobody goes to the movies on Labor Day weekend, and that’s why they avoided opening movies during the four-day holiday. However, Disney believes it is possible to open a Marvel movie anywhere on the calendar, even during a pandemic. The comfort level for NRG cinema visits has stabilized in the last two weeks in the range of 66-68%, with around 28% of all cinema-goers feeling very comfortable.

In the USA and Canada, Shang-Chi expects a record on the opening weekend of the Labor Day from $ 45 to 50 million in 4,200 theaters, beating former 2007 titleholder Halloween, which grossed $ 30.6 million. The exhibition has much higher projections, but the unpredictable nature of going to the movies during Covid makes the forecasts uncertain. The 18-34 demo will no doubt come out exactly as it was released all summer, and over-indexing of Asian audiences in cities like San Francisco, Seattle, Honolulu, New York and Los Angeles is expected.

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Even if Shang-Chi underperforms or is at the lower end of its estimate, excitement for the image alone should lead it to # 1 for the next three weekends. Theater owners and bookers were over the moon with the CinemaCon-directed film by Destin Daniel Cretton, and critics give the latest Marvel Cinematic Universe title a huge thumbs up with 92% Certified Fresh. Disney hosted the world premiere in Hollywood on August 16 and let the reviews go early, creating a buzz about the film, which starred Simu Liu, Awkwafina, Tony Chiu-Wai Leung, Michelle Yeoh, Meng’er Zhang and Benedict Wong. The preview begins on Thursday at 6 p.m.

As of yesterday, the advance sales of US / Canada tickets for Shang-Chi are 20% behind those of Black Widow’s, which at 80.4 million US dollars (that was with a simultaneous day and date on) the largest domestic opening during the pandemic was recorded by Disney Premier, the streamer’s PVOD level). Black Widow presale reached 28% of the opening weekend, while F9 presale accounted for 20% of the $ 70 million opening weekend. Shang-Chi will have the full range of 400 IMAX auditoriums, 850 premium large format screens and 1,500 3D locations; and 235 special D-Box / 4D screens.

Gold House’s #GoldOpen social media campaigns for the film are also hoping to boost sales. Gold House is a nonprofit collective of Asian & Pacific Islanders who have partnered with CAPE and GoFundMe to launch #GoldOpen events in Los Angeles and New York City. Gold House is hosting a number of #GoldOpen premieres in Los Angeles and New York City. The premieres will feature nibbles and treats from Chinese and Asian restaurants in Los Angeles, New York and San Francisco, selected by Cretton and other members of the Shang Chi creative team. The #GoldOpen movement flared up again for the 2018 Crazy Rich Asians, resulting in a five-day opening valued at $ 35.2 million at the domestic B.O. for the first Hollywood studio film in 25 years with an all-Asian-American cast. #GoldOpen was reborn in a Gold House salon in San Francisco in the legendary family restaurant of director Jon M. Chu, Chef Chu’s.

Shang-Chi opens overseas today with key markets of France, Korea and Italy. Then until Friday it goes to majors like Australia, Russia, Germany, Brazil, Mexico, Great Britain, Japan and Spain. The market launch represents 66% of the foreign presence. In particular, Southeast Asia (which is closed except Singapore) and China, where a date is still being waited for, are not participating in this meeting. The overall outlook for the international weekend is $ 40 million and it wouldn’t be shocking if the global launch hit $ 100 million in total, but $ 90 million are the hopeful numbers. There is some competition from YA pic After We Fell in Germany, Russia and Spain so this should be kept in mind given the strength of this franchise. The two previous after-films together grossed $ 117.8 million.

One comp on Shang-Chi is The Suicide Squad, whose overseas debut was $ 36 million. Shang-Chi was supposed to dub this film. Marvel’s most recent title, Black Widow, grossed $ 76 million in like-for-likes at overseas Open, but Shang-Chi may not reach those highs. Black Widow played a well-known character, was the first Marvel film in what felt like eons, and the current film introduces a whole new universe.

Still, the reactions have been positive and there is potential for margins and strong breakpoints for the future, if the film is accepted as we can perceive it right now. This may have a rush for fanboys, but will likely have legs too.

The ongoing problem is China. The market was stingy with release dates for Hollywood films. Will Shang-Chi play there one day? Perhaps a successful start elsewhere will help encourage this.


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