‘Ne Zha 2' English Dub Sets Sights on Global Market: ‘The Returns Could be Enormous'
Chinese animation blockbuster 'Ne Zha 2' continues to shatter records as distributors prepare an English-dubbed version with 'well-known' voice talent, setting the stage for a broader international push following its unprecedented local success. The film has already grossed $2.11 billion globally, making it the highest-grossing animated film of all time and the fifth highest-grossing film ever.
At the Beijing International Film Festival's industry forum titled 'How High is the Ceiling for China's Film Market?', Catherine Ying, president of distributor CMC Pictures, revealed plans for the English-dubbed version while discussing the film's international strategy. 'People are excited and happy to see 'Ne Zha 2,'' Ying said.
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CMC Pictures has already secured distribution on 1,000 screens in North America and 162 in Australia for the film. For the upcoming English dub, Ying noted that the marketing approach will shift significantly with 'targeted TV advertising and social media including YouTube and TikTok,' along with a 'bigger marketing budget' to reach non-Chinese audiences.
Chinese films are also making unprecedented inroads in European markets. Cedric Behrel, managing director of distributor Trinity CineAsia, highlighted the remarkable performance of 'Ne Zha 2.'
'The release of 'Ne Zha 2″ in Europe has been extraordinary. We only started about a month ago, and it's already become the highest grossing Chinese film in Europe in 20 years,' Behrel said. He described booking the film at London's iconic Odeon Leicester Square cinema, 'where really only major U.S. studios are looking usually at James Bond and 'Wicked,'' as an 'inspiring moment' for Chinese cinema overseas.
The film's success has been bolstered by premium format showings, with Behrel noting that premium formats account for remarkably high percentages of ticket sales – 33% in the U.K. and 24% in Germany.
Director Huang Jianxin ('1921') touched on technological advancements, particularly 'using AI to enhance experience' for audiences 'pressed for time.' However, 'Infernal Affairs' trilogy director Andrew Lau took a more traditional stance, insisting 'story, script is the key.' He added that 'AI is cold – doesn't have any warmth. Communication is the key. AI is just a tool.'
Daniel Manwaring, CEO of Imax China, stated: 'There is a market. All we need is good movies.' He stressed the importance of 'the best possible environment' to attract audiences, noting that five Chinese films will be shot in Imax this year.
Delivering one of the Beijing forum keynotes, Fu Ruoqing, chair of China Film Group, emphasized China's ambition to 'build itself into a film power according to the 40th 5-year plan' by 2035. He highlighted the need for diversification in the Chinese film industry, which 'should not be supplied by just a few blockbusters.' He added that after the Lunar New Year box office high, led by 'Ne Zha 2,' the 'market has once again become colder.' 'We need a diversified slate to make the ecosystem sustainable,' he said.
As Chinese films continue gaining traction internationally, industry leaders remain optimistic about the future global potential of titles like 'Ne Zha 2,' with Ying concluding, 'The returns could be enormous.'
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