Marvel is introducing its first Asian superhero to its cinematic universe with Shang-Chi and the Legend of the Ten Rings.
But even as it debuts in US theaters, the movie that Marvel expects to resonate most with Chinese viewers may not be released in China at all, dealing a blow to Marvel’s revenue.
What happened
All foreign movies face censorship when entering the Chinese market, as China seeks to regulate from a top-down level.
It seems weird to western observers, who believe that should be an individual choice, not one regulated by the government. But the top-down (China) and bottom-up (western democracies) natures of our societies is what makes the competing approaches unique.
Marvel has edited previous movies to comply with the rules there.
But Shang-Chi, which Chinese authorities have blocked from appearing in theaters so far, is facing backlash in China over a character in the comic books called Dr. Fu Manchu, Shang-Chi’s father.
China considers it an embodiment of popular anti-Asian stereotypes.
Marvel responded:
“Fu Manchu is not in this movie, is not Shang-Chi’s father, and again, is not even a Marvel character, and hasn’t been for decades,” Marvel Studios President Kevin Feige argued.
Marvel replaced the character with Iron Man’s archenemy, the Mandarin.
Feige is frustrated because lots of money is being left on the table in China.
That goes for many, many industries, which is why many have sought entrance and many have been turned away.
Some have been successful to some degree (Apple and their iPhone series), and others have been accepted as part of a joint venture (and been copied). But China seeks to take care of China.
China was the second-largest box office in the world before Covid-19, and Chinese moviegoers are big Marvel fans.
22% of ticket sales for 2019’s Avengers: Endgame came from China.
Bottom line
Shang-Chi isn’t the only upcoming Marvel film having trouble getting into China.
Spider-Man: No Way Home and Eternals also don’t have Chinese release dates yet.
