An IMAX executive explains the surprising viral video that made Alien: Romulus a box-office success in China. Directed by Fede Alvarez, Alien: Romulus is set between the events of Alien and Aliens. It featured a cast including Cailee Spaeny, David Jonsson, Isabela Merced, Archie Renaux, and Spike Fearn. Alien: Romulus received positive reviews and substantial revenue at the box office. In its most recent achievement, the movie was nominated for an Oscar for Best Visual Effects, where it will compete against Wicked, Kingdom of the Planet of the Apes, Better Man, and Dune: Part Two.
In an interview with Puck, the CEO of IMAX China, Daniel Manwaring, explains why Alien: Romulus did so well in China. The interviewer set up the question by noting how, despite Hollywood films often underperforming in China over the past decade, 20th Century Studios movies have done quite well. Manwaring notes that Alien: Romulus was “an edgy film for this [the China] market.” However, one of the reasons it did well was because of a viral video of a mother who took her child to see it and “the kid had a panic attack.” Check out the full quote from Manwaring below:
Most Hollywood films released in China this decade have earned less than expected. One exception has been films from 20th Century Studios. For example, Alien: Romulus topped $100 million in China last summer. And Free Guy nabbed $95 million in 2021.
Alien: Romulus would have likely never gotten into China until somewhat recently. That was an edgy film for this market. One reason it did so well is that a mother took her child to the film, the kid had a panic attack, and it was posted on social media. It inspired people to want to go see the film. I think those genres, which includes the Fox I.P., are a little edgier and a little more violent. We’re seeing a little opening on the threshold of censorship.
What This Meant For Alien: Romulus
Alien: Romulus Did Much Better Because Of China
One interesting thing about Manwaring’s explanation is that it seems like the so-called “edgy” nature of Alien: Romulus is what led the movie to success. In the United States, it is common for a film’s goriness or violence, and the physical reactions that content can cause, to be a good marketing tool for the film. However, in China’s highly-censored market, audiences do not always get the chance to see such films. The fact that an intense audience reaction helped promote the movie shows that if China allows more violent films into their markets, it could be financially effective.
Ultimately, this was a huge boost for the sci-fi film. Alien: Romulus brought in $350.8 million China market’s $110.2 million box office contribution worldwide, meaning that the China box office accounted for over 31% of its overall gross. The Alien franchise movie was the 18th highest-grossing movie of 2024; without the Chinese market, it would have just barely beat out The Garfield Movie to become no. 21.
Our Take On Alien: Romulus’ China Success
This Could Spur A Change In China’s Censorship Tactics
The huge success of Alien: Romulus could indicate a change in how China might shift its strategy in the upcoming years. The nation historically censors content, but when typically banned content is doing well at the box-office, they may be more apt to change tactics. This will not mean that China will be the most progressive market out there, but it is possible that more horror, sci-fi, or other genre films that may be on the more violent side might get a wider Chinese release because of Alien: Romulus.
Source: Puck
