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Why Crazy Rich Asians was a box-office flop in China

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Why Crazy Rich Asians was a box-office flop in China

Frankie Huang could not hide her excitement when she heard that Hollywood blockbuster “Crazy Rich Asians” was going to be screened in China. For the Beijing-born, US-raised writer, the story of the daughter of a Chinese-American immigrant going to Singapore to meet her fiancee’s traditional Asian family hit close to home.

Photo: CNBC.com / The cast of the movie “Crazy Rich Asians

“The thing that moved me most wasn’t the love story,” says Huang, 31. “The real fairy tale is for someone from the traditional culture to really understand an immigrant.”

A Shanghai resident, Huang was eager to see how the film – based on the first book of a three-part series by Singaporean-US author Kevin Kwan – would be received on the mainland. It presented, she said, an opportunity for Chinese audiences to learn about and feel a connection to the wider Asian diaspora, and “feel part of this family”.

The first Hollywood movie to feature an all-Asian cast for 25 years, the last being Joy Luck Club in 1993, Crazy Rich Asians was a global box-office smash, generating more than $230m worldwide. It has been hailed as a major step forward for Asian representation in Hollywood, with 2019 Golden Globe nominations for Best Movie and Constance Wu rounding out the trilogy’s rapturous launch this year.

Photo: Los Angeles Times / ‘Crazy Rich Asians’ dominates the box office, makes history for representation

But in China, where the film opened on November 30 under the title An Unexpected Tale of Picking Gold, the response was starkly different.

Since its release, Crazy Rich Asians has only grossed $1.5m in China, an “atrocious” performance, according to independent China film industry consultant Jonathan Papish.

“It ranks in the bottom half of all films released in the country this year,” Papish told Al Jazeera, pointing out that the film earned even less than Show Dogs, a US family comedy given a paltry 3.6/10 rating on film-ranking website IMDB, which made $2.2m.

And while internationally buzz has already been building over Crazy Rich Asians’ sequel – China Rich Girlfriend, which producers say will be filmed partly in Shanghai over the coming year – the abysmal performance of the first film at the China box office suggests dubious prospects for the series in the world’s fastest-growing film market.

“My advice is just to make the movie for its core market,” Papish said, referring to the sequel.

Online criticism

Photo: Maramovies /Crazy Rich Asians is helmed as a success for diversity and racial representation. But local Singaporeans decry it’s representation of Singapore.

Zhao Yi, manager of Shanghai’s Premiere Cinema, said she was shocked by how few tickets Crazy Rich Asians sold. “It’s doing far worse than I expected. I saw the film in advance and thought its box office would be at least 200 million yuan ($29m).”

While most cinemas in the city have discontinued or drastically reduced screenings, Zhao says she’s been able to maintain viewings at her theatre only because “it’s popular with foreigners”.OPINION

Meanwhile, Chinese cinema lovers have sharply criticised the film online. According to popular reviews posted on Chinese movie websites mtime and douban, Crazy Rich Asians wasn’t a celebration of Asian culture – it was a demonisation of it.

Many review writers took issue with the film’s extreme materialism and promiscuity. “It shows the dregs of oriental culture,” wrote one. “A film that openly exposes the ‘ugliness’ of the Chinese is being brought into our cinemas.”

Photo: Mashable.com / A bunch of crazy dudes

While director John Chu said the film aimed to quash stereotypes of Asians, one reviewer said it propagated them, saying “all the female elders in the film are given the most stereotypical and cliche image: serious, reserved and maintaining strict control”.

Others said Crazy Rich Asians presented traditional forces, embodied by the character Eleanor (played by Malaysian actress Michelle Yeoh) as villainous and backward. “The confrontation between Rachel and Eleanor – two women representing completely different countries and ideas about family, marriage and being female – ends with Rachel’s victory. It almost implies the destiny of contemporary China: thanks to the wind from the West, the old and unprogressive East is given a new life.”

Photo: newyorker.com/ scene from the movie

For Huang, the overwhelmingly negative reviews felt like “a gut punch”. She says Chinese audiences simply failed to relate to the film’s main character and even felt rejected by her.

“Rachel is essentially seen [as] a race traitor. She turns up and doesn’t speak Chinese, doesn’t understand the customs etc Because of her appearance, she’s still considered a Chinese person but one who turned her back on her culture,” says Huang.

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