China's more effective COVID-19 recovery may have a decisive impact on overall theatrical revenue for 2020.
For years, box office analysts have been predicting when China would surpass North America as the world’s largest theatrical film market.
As the original epicenter of the pandemic, China's cinemas were the first in the world to fully shut down, closing their doors en masse on Jan. 24, when annual box office stood at just $315.4 million , according to Artisan Gateway's data. Almost all North American movie theaters closed nearly two months later on March 20, at which point domestic box office sales had reached $1.79 billion.
On Aug. 27, U.K.-based film industry analytics firm Gower Street issued a report stating that China had become the first global market to reach a level of reopening and business activity"that would indicate full box office recovery." The firm used a set of five benchmarks to define a full rebound, with China having hit them all .
The enthusiasm of filmgoers — and their confidence in the safety of returning to their country's cinemas — will prove just as vital as the ready availability of infrastructure. With's success, China has already proved"without a doubt" that its people"want to see films in the cinema environment," says Pow.
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