Negotiations are currently underway to release Taylor Swift’s “The Eras Tour” film into theaters in mainland China in December or probably early January.
The film, which has grossed around $250 million worldwide since its premiere on October 13, is currently under review by Chinese authorities. Separate bodies must approve the import of foreign films and the content of all films intended for public release.
Alibaba Pictures, part of e-commerce giant Alibaba’s digital media and entertainment division, is among the companies tasked with managing imports and distribution.
Wanda Films, previously the majority owner of AMC Theaters, the North American distributor of “The Eras Tour,” is said to be on board as a theatrical exhibition partner. While AMC and Wanda have unraveled most of their corporate relationships, Wanda is a powerful ally and operator of the largest cinema chain in China.
Unconfirmed industry comments from China suggest a wide release with tens of thousands of screenings per day per distribution including premium screen formats such as Imax and Dolby.
Alibaba Pictures acknowledged Variety’s news but declined to respond. “We do not comment on rumors or speculation,” AMC Theaters responded to emailed requests for comment.
The process has some urgency as the film will be available to stream outside of China on December 13th (Swift’s birthday) and some online piracy is expected within China. But posters circulating in China suggest a release in the first half of January.
Another source close to the process told Variety, “The approval process is ongoing and ongoing.” The Film Bureau’s concern is not so much about censoring content, but rather whether this film is the could be the first major title to be released under its “branch distribution” policy.”
For years, all foreign films imported into China and released on a revenue-sharing basis have been officially distributed by a government entity, with private companies playing a supporting role. Chinese film regulators are currently experimenting with allowing cinema operators or distributors to take on this task and receive the appropriate recognition for it.
If the film “The Eras Tour” were approved and released in China in December, it would join one of China’s most important cinema seasons, but the release calendar is already overcrowded. “Wonka” and “Aquaman 2” are the two highest-profile Hollywood releases in December, with most releases produced in China.
The more likely January release presents a smart countercyclical opportunity for an event film like The Eras Tour. The first few weeks of January typically represent a low point at the box office in China, falling between the busy Christmas and New Year period and the Chinese New Year peak in late January or early February. And Swift, who is hugely popular in China, is expected to be able to mobilize her legions of Chinese fans.
Chinese state media seems at times to be as obsessed with the Swift phenomenon as anyone else. In 2019, the tabloid Global Times even published an article titled “Welcome to China, Taylor Swift” when the star was merely performing live in Shanghai at an Alibaba-backed shopping event, similar to Black Friday in the US.
Almost every foreign star gets a Chinese nickname and Swift is no exception. She is known as Meimei and her fans don’t call themselves “Swifties” but “Meimeis”.
The Chinese character “Mei” can be understood as “misfortune,” and “Meimei” is used as a term of endearment, expressing a compassionate nod to Swift’s occasional disappointments on the charts. It’s also a play on words. The “unhappy” Mei symbol is also a homonym of the Chinese character for “beautiful.”