The live-action blockbuster Transformers is on target to be the biggest Hollywood hit on the Chinese mainland this year after taking in about 100 million yuan (US$12.5 million) at the box office since its premiere last Wednesday.

Nobody knows how many records the alien robots will break, but according to sources from the Chinese distributors China Film Group Corporation and Huaxia Films, no one can stop Transformers.

It reaped 22.41 million yuan (US$2.96 million) in its opening day screenings, far better than previous record-holders such as Curse of the Golden Flower by Zhang Yimou (15 million yuan in first day) and Spider-Man 3 (17.26 million yuan in first day), even though the debuting day was in the middle of the week. Transformers is now officially the fastest-grossing film in Chinese history, having reached the millions in triple digits in under a week.

People waited in long lines in every cinema across China to get a ticket, and every screening was almost sold out for the next day's screenings. Insiders said that they have never seen such an amazing response to a movie before; even when Titanic debuted in China, it wasn't received so warmly.

Gao Jun, general manager of Beijing New Film Association, said yesterday that now he was so sure that Transformers could at least reach the 200 million mark and even surpass the Titanic's box office record in China - 360 million yuan (US$47.59 million) - to be the biggest selling movie in China for all time.

Shanghai United Cinema Lines, the city's leading cinema chain, says it has sold 13.28 million yuan (US$1.75 million) worth of tickets to the movie so far.

"It's not strange that a film with such a large fan base had a strong showing during its opening week," said Wu Hehu, deputy director of the chain. "Undoubtedly it will be among the most popular Hollywood productions in China this year."

Paradise Warner Cinema City said ticket sales for the movie, 1.52 million yuan (US$200,997) so far, are outpacing the opening week of Spider-Man 3 by about 20 percent.

"We even had to add several screenings to the schedule to satisfy crowds of Transformers enthusiasts at our cinema," said manager Li Lan.

Industry insiders attributed the film's opening success not only to its magnificent scenes and dazzling stunts, but also to the timing of its debut in China, only one week after its launch in North America.

Two Hollywood blockbusters have already surpassed the 100 million yuan mark earlier this year in China: Spider-Man 3 (140 million yuan) and Pirates of the Caribbean: At World's End (121 million yuan). Several movies will debut this week to compete with Transformers, including Hong Kong's Invisible Target, Japan's Doraemon, the UK's Mr. Bean's Holiday and Taiwan's Secret by pop megastar Jay Chou, but their ability to compete in the market remains to be seen.

Many fans are flocking to the cinema because they remember the 1980s Transformers cartoon TV series; the success of the film has also boosted sales of the toys.

"For me the movie has special meaning," said Ni Lianjia, a 26-year-old accountant. "The picture reminds me of my happy childhood."

"The movie is really good. We feel excited to see new Transformers after it remained silent for 20 years. We think it is wonderful," many fans said after watching the new film, the Star Daily reported.

In less than half a year, the price of original Transformers toys rose from 500 yuan to 900 yuan each. A Fortress Maximus toy made in 1987 and sold at a price of 200 yuan then is now sold at more than 4,000 yuan. If the toy is well kept, the price can go as high as 16,000 yuan, or 80 times the original price.

Although the prices of toys have all gone up in recent years, Transformers are the most popular toys among them all, said toy store manager Wei Wei, who mainly sells the collectable robots.

Between the late 1980s and early 1990s, most of the Transformers toys were sold at 10-300 yuan at toy stores in Beijing; now, the prices have increased ten-fold or even more, Wei said.

"The older edition of the toys, or the Transformers generation one, can sell at 50-3,000 yuan each if the toys are unpacked. Those toys that are packed well and remain completely new and untouched, can be sold at as much as 2,000-10,000 yuan," Wei explained.

(China News Service, Shanghai Daily, China.org.cn July 17, 2007)