The Marvels is coming to China with some heavy promotion for the film expected during the holiday season.
Though films from the Marvel Cinematic Universe were previously unofficially banned in China for nearly four years, this year, all recent films from the superhero juggernaut have been allowed in the country, including the upcoming film The Marvels, which will premiere during two Chinese holiday celebrations. This follows the Chinese releases of Black Panther: Wakanda Forever and Ant-Man and the Wasp: Quantumania in February, as well as and Guardians of the Galaxy: Vol. 3 in May.
The news of The Marvels' release was announced this week, and promotion plans for the film have already begun. This advance promotion is an important part of reaching would-be audience members, something that has been lacking from previous MCU films' openings in China. Not only will The Marvels be promoted in advance, said promotion will be done during two Chinese holidays - Golden Day Week, and the Mid-Autumn Festival.
Golden Day Week sees many Chinese citizens traveling throughout the country to visit family and friends, go on vacation, or do some serious shopping and sightseeing. It's an annual national holiday, and everyone, including government officials, have the entire week off to do as they please. With promotion for The Marvels kicking off at this time, millions of people will see the posters, trailers, and other promotional materials. Golden Day/Week will be celebrated from September 29 through October 6.
The Mid-Autumn, Mooncake, or Moon Festival coincides with Golden Day Week this year, which means a double dose of celebration for Chinese citizens. The Mid-Autumn Festival was once used to celebrate the end of the autumn harvest with gratitude to the gods for an abundant harvest, with particular thanks to the moon goddess. Word has it that in Shanghai during the festival, there will be a "Power of Marvel" promotion at the Bund Finance Center. This will give fans just over a month to make plans to see the film in theaters across China.
The Marvels Unites Captain Marvel, Ms. Marvel and Monica Rambeau
The Marvels features several characters from the MCU, including Brie Larson as Carol Danvers, Iman Vellani as Ms. Marvel, Teyonah Parris as Monica Rambeau, and Park Seo-Joon as Yan D'Aladna. The film will show the aftermath of Danvers' interactions with Kree in the previous film, as well as a misadventure via a wormhole that sees the connections between a trio of superheroes start to form.
China will be releasing The Marvels in theaters on the same day as North America, on November 10.
Source: Dateline