Shang Chi Distribution

Shang Chi Distribution

Marketing

The ways things are filmed and marketed have changed since Snow White all the way back in the 1930s. There is now a huge reliance on social media. Marketing it as part of a franchise is extremely successful.

The MCU is like a self marketing machine.

Shang Chi appealed to a wider range of fans as it was a one-off story.

Strategies

Shang Chi was marketed through late night talk shows (celebrities pretending to be charismatic), social media (YouTube) and interviews. Main posters, character posters, teasers, and a main official trailer (drawing in a large audience by producing different trailers for different audiences) were the more conventional marketing strategies.

These character posters featured each of the different main characters from Shang Chi, this was done so that a multitude of different demographics and audiences are drawn into the movie.

Disney frame Shang Chi as a Marvel legend, although he debuted only recently, and not as early as other Marvel legends.

Controversial comments were made from Disney's CEO Bob Chapek, labelling the movie as an experiment, and saying that Asian-American representation in film was not to be played around with.

Reception

It was a bit hit for the context, as it was released in Covid-19. Given the circumstances it did as well as it could've done, grossing a large amount of money ($500 million in 45 days), making it a success. It was praised for its depictions of Asian-American experiences, including the pressure that people themselves and their families place on young adults to be successful. The movie was not like Snow White and did not revolutionise the Film Industry through technological advancements. It was a critical and commercial success. 

The film was nominated for the Oscars, the category being for 'Best Achievement in Visual Effects'. It would not receive it, losing out to 'Dune'. Shang Chi won some smaller awards however, but nothing at the Oscars.

Chinese reaction

The CEO of Disney's comments about the film resulted in the Chinese audience  disliking the film, and having a bad taste in their mouth. Nationalism and US-China tensions were partially to blame for the Chinese audience disliking it also. The film was not playing on a single screen in Mainland China.

It is speculated that China didn't appreciate the previous stereotypes of the removed character 'The Mandarin', and chose to deny screenings of Shang Chi in China.


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