God, were they wrong! Avatar gobbled up all the weaklings and still is the Energizer Bunny that keeps on going. The only domestic release totally unfazed by the spell of Avatar was Pleasant Goat and Big, Big Wolf, a children's film with a huge built-in audience.
If Chinese theater chains had the foresight to schedule this juggernaut for a slow season, not only would it have hurt domestic competitors less, but it would have revitalized an otherwise seasonal backwater. The beauty of Avatar is, it does not fear piracy. All bootlegs are simply free publicity and you have to go inside a theater, hopefully one with 3-D, to enjoy the full experience.
Movie seasons have evolved partly out of necessity and partly out of collective habits. There was no summer season for movies before Stephen Spielberg made Jaws. To open Avatar on Jan 4 instead of, say, early spring, shows how far from "scientific" Chinese film moguls still are.
It is understandable that one wants to protect the domestic film industry. The key is not to keep out foreign competition, but to raise the quality of homemade products, and with a little more wisdom in planning, create a mutually beneficial situation.
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