What do Chinese cinema-goers want to see? All kinds of films, says Alibaba Pictures’ Zhang Wei. The company used unconventional marketing to drive ticket sales for foreign films in the world’s biggest movie market this year. Photo: Alamy

How China was sold on Oscar winner Green Book, Bohemian Rhapsody and a Lebanese tragedy – lessons for Hollywood in creative marketing

  • How did a film about America’s Jim Crow South gross US$71 million in China? Make it about the food. And Bohemian Rhapsody? Make screenings a mass karaoke
  • Alibaba Pictures president Zhang Wei talks Hollywood executives through its successes, and tells them where they have been going wrong
Topic |   Alibaba
What do Chinese cinema-goers want to see? All kinds of films, says Alibaba Pictures’ Zhang Wei. The company used unconventional marketing to drive ticket sales for foreign films in the world’s biggest movie market this year. Photo: Alamy
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