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A PARADE OF MOVIE STARS COMES TO CHINA

April 2, 2014 by · Leave a Comment 

With China now the second-biggest market for Hollywood behind the U.S. — and with some films earning more in that country than at home — Hollywood stars are frequently traveling to Beijing and Shanghai to promote their films. Today’s (Wednesday) Los Angeles Times noted that Johnny Depp, who ordinarily appears at few press functions “was jumping through press hoops” during the past week as he promoted his upcoming film Transcendence, which opens on April 18 in China. The newspaper noted that last week, Andrew Garfield, Emma Stone and Jamie Foxx were in the Chinese capital to promote The Amazing Spider-Man 2, and Samuel L. Jackson, Scarlett Johansson and Chris Evans were there to plug Captain America: The Winter Soldier. Film consultant Robert Cain, who specializes on China, noted that Hollywood studios are supplementing the work of their Chinese distributors with their own marketing efforts. “They’re spending a lot more than they would have even a year ago,” he told the Times. “A great example of that last year was when Legendary East cranked up marketing and did a big push for Pacific Rim and it ended up earning more in China than the U.S.”