Jing Boran plays a detective in art-house auteur Lou Ye’s , the filmlatest film, The Shadow Play.
Clarence Tsui
Opinion

Opinion

The Projector by Clarence Tsui

When marketing campaigns go wrong: how China’s ‘creative’ film promotions can backfire

  • They might help fill seats on a movie’s opening weekend, but misleading messaging can turn the audience off
  • It seems the lesson is yet to be learned, as recent releases in mainland China have suffered from this fate

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Jing Boran plays a detective in art-house auteur Lou Ye’s , the filmlatest film, The Shadow Play.
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