Fighting yielded a box-office gross of 13.4 million yuan in its first day of release and 42 million yuan in its first four days. When the self-purchased part－around 35 million－is discounted, that left only a few ticket-buyers who paid out of their own pockets.

When I first started to research China's film industry a decade ago, I was told by insiders that showbiz attracted all kinds of money and shady deals. People do not pursue profits in the movie industry as they would with less glamorous ventures, they maintained. One-third of investors or producers were in it for money laundering, and a second third for "meeting beautiful chicks", said some, and that left only one-third for the purpose of making movies.

Of course that claim was impossible to corroborate on a mathematical basis, but it was evident that many got into making movies for purposes other than what they would admit. That is also true of Hollywood, which used to attract investors who were in the game mainly for tax reasons. In the classic comedy The Producers, a pair of Broadway producers designed a technique by which they could profit from a surefire flop.

When people in a for-profit business do not intend to make money, it usually wreaks havoc with the whole industry. The rational way is to turn out quality products and bring in a healthy profit.

每个电影公司都想大获成功，一鸣惊人。但并不是每个电影公司都愿意采用许多人认为不合法的、荒诞的营销和销售策略。

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