Local voices for foreign films
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E-mail China Daily, July 4, 2019
Meanwhile, latest data from the box-office tracker Maoyan showed that the Universal Pictures and Illumination Entertainment production has topped the presale box-office charts for animation features as of Friday.
Comments on review aggregator Douban, an important reference point for fans to select their weekend viewing, also suggested that the film had drawn the highest number of potential theatergoers for its opening day.
For most industry observers, the film typifies the latest efforts by foreign animation productions to grab attention in China, the world's second-largest movie market.
Jiang Yong, a Beijing-based analyst, says that using Chinese celebrities for the Mandarin voice-overs is a pivotal part of the local marketing strategy for imported animation films.
"And, despite the fact that most adult viewers, especially those in their 20s or 30s, are used to watching native language originals with subtitles, the Mandarin version is the top option for families with young children," adds Jiang.
But while stars can boost ticket sales, some of them have also sparked controversy, mostly due to skepticism surrounding their inadequate voice-over techniques.
In late June, auteur Hayao Miyazaki's Spirited Away - the first Japanese animation to win an Oscar and a Berlin International Film Festival Golden Bear - also used domestic celebrities to boost its popularity.
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