Hollywood struggles in China: Can The Odyssey draw audiences back to theaters?

Trung Quốc hiện có lượng lớn khán giả thuộc tầng lớp trung lưu, có học thức và sống ở đô thị, những người ngày càng có yêu cầu cao hơn đối với điện ảnh. Họ không còn chỉ muốn xem những phim hành động, giật gân thông thường - Ảnh: JoBlo Movie Network

Debuting in China on August 14, The Odyssey will serve as a litmus test for whether Hollywood blockbusters can still attract audiences in a market increasingly dominated by domestic films.

Currently, initial signs are quite positive: The Odyssey is scheduled to be screened in the majority of the 800 IMAX theaters nationwide. Last week, the film also held a large-scale promotional event in Beijing.

Early weekend screenings have sold out. Subsequently, The Odyssey rose to the top of the "most anticipated films" chart on Maoyan, China's largest ticketing platform. Hollywood once viewed China as a high-potential market to boost box office revenue. But amid rising U.S.-China tensions, Beijing has restricted the number of Western films granted release permits.

In recent years, domestic films have accounted for about 80% of total annual box office revenue, as Chinese audiences increasingly favor local productions, partly due to government efforts to promote the domestic film industry.

In an effort to boost consumer spending, Hollywood films are returning to Chinese theaters, despite the intensifying U.S.-China trade war. However, the number of permitted films has yet to return to pre-COVID-19 pandemic levels.

Over the past five years, fewer than 10 Hollywood films have cracked the top 10 at the Chinese box office. Nevertheless, some experts believe that Christopher Nolan's epic works still hold a special place in the hearts of the country's audiences. This is because Christopher Nolan is viewed by many Chinese viewers as almost an independent brand.

Christopher Nolan's most recent film, Oppenheimer, grossed approximately 450 million yuan ($66 million) after its release in China in 2023, becoming one of the highest-grossing films of that year in this market. His previous works, such as Interstellar and Inception, also maintain long-lasting appeal with Chinese audiences. Beijing-based film expert Liu Nandou predicts that The Odyssey will achieve relatively modest results, with a total box office of approximately 300-800 million yuan ($44-118 million).

The Odyssey đã vượt 1,1 tỉ USD doanh thu phòng vé toàn cầu - Ảnh: Universal

The Odyssey arrives at a difficult time for the Chinese film industry. A stagnant economy and a series of domestic blockbusters that underperformed have put many theaters under financial pressure, forcing distributors to seek out films capable of consistently attracting audiences.

According to Top Data, a Chinese film industry analytics firm, 806 theaters closed nationwide in 2024, while another 740 suspended operations in 2025.

Last July, Chinese authorities issued a notice aimed at revitalizing the theater system, encouraging operators to diversify their business models by incorporating restaurants and exhibition spaces. As theaters face increasing financial pressure, they cannot afford to turn away American films capable of generating box office revenue.