Negotiations are currently underway to secure a release date in mainland China for Taylor Swift’s “The Eras Tour” movie. The film, which has amassed a global box office revenue of around $250 million since its debut on October 13, is currently under review by Chinese authorities. In China, foreign movies must go through a rigorous approval process by various bodies before obtaining permission for public release.
Alibaba Pictures, a part of Alibaba’s digital media and entertainment division, is reportedly one of the companies involved in piloting the import and distribution of the film. Additionally, Wanda Films, previously the majority owner of AMC Theaters, the North American distributor of “The Eras Tour,” is said to be on board as a theatrical exhibition partner. Despite the corporate changes between AMC and Wanda, the latter remains a significant player in the Chinese cinema landscape.
While Alibaba Pictures has acknowledged inquiries, they have refrained from commenting on the ongoing negotiations. Similarly, AMC Theaters responded to email requests with a standard statement: “We do not comment on rumors or speculation.”
The urgency in finalizing the release date is emphasized by the fact that the movie is scheduled for streaming outside China on December 13, coinciding with Taylor Swift’s birthday. Concerns about potential online piracy within China further highlight the need for a swift approval process. Posters circulating within China suggest a release in the first half of January, possibly to avoid the crowded December schedule.
Insiders suggest that the approval process is still ongoing, with the Film Bureau’s primary concern revolving around whether “The Eras Tour” could be the first major title released under its new ‘branch distribution’ policy. This policy marks a departure from the traditional model where state-owned entities handle the official distribution of foreign films, with private-sector companies playing a supporting role. The new approach allows cinema exhibitors or distributors to take on a more prominent role in the distribution process.
If approved for release in December, “The Eras Tour” would coincide with one of China’s peak cinema-going seasons. However, the month already has high-profile Hollywood releases like “Wonka” and “Aquaman 2,” along with numerous new Chinese-made features. A January release could strategically position the film during a typically slower box office period between the Christmas-New Year season and the Chinese New Year peak in late January or early February.
Swift’s popularity in China adds a unique dimension to the film’s potential success. Chinese media has previously shown considerable interest in Taylor Swift, even publishing pieces like ‘Welcome to China, Taylor Swift’ when she appeared at an Alibaba-backed event in Shanghai. Swift has a dedicated fan base in China, affectionately known as “Meimeis,” with the term “Mei” being a homonym for both “unlucky” and “beautiful” in Chinese.
In the past, the Chinese media has closely followed Swift’s career, often referring to her as “Meimei.” This nickname, derived from the Chinese character “Mei,” meaning unlucky, is used both sympathetically in reference to Swift’s occasional chart disappointments and playfully as a pun due to its dual meaning as “beautiful.”
While the fate of “The Eras Tour” in China is still uncertain, the film’s potential success in the country holds significant implications for the evolving dynamics of foreign film distribution in China. As the authorities experiment with new policies, Swift’s film could pave the way for a more diversified approach to distribution, marking a notable shift in the Chinese film industry.
