“The strength of China’s box office has manifested in Hollywood movies being altered marketing campaigns being changed for that marketplace.”Īlso See #RSFlashback: The Top Hits Of 1996 – Looking Back 25 Years AgoĬhina may even have a chilling effect at the green-light stage, given that the major studios - Paramount, Disney, Universal, Warner Bros., and Columbia Pictures - release a film with a gay protagonist with about the same frequency as leap years.
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“China was the second-biggest movie market in the world until Covid hit, and then the North American box office dropped significantly and China raced to the front of the line,” explains Comscore senior media analyst Paul Dergarabedian. The studio defended the move by explaining that “circumstances … necessitate making nuanced cuts in order to respond sensitively to a variety of in-market factors.” (The film had a disappointing opening, taking in just $86 million - $20 million below projections.) Earlier this year, Chinese audiences were deprived of the six seconds of dialogue in Warner Bros.’ Fantastic Beasts: The Secrets of Dumbledore that implied a past romantic relationship between Dumbledore and Grindelwald. It was only after Pixar employees protested via an open letter that the parent company walked back its request… resulting in Lightyear being banned from Saudi Arabia, the United Arab Emirates, and Malaysia.
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Just last week, it was reported that Disney demanded Pixar cut an innocuous kiss hello between two lesbian characters - a married couple - from Lightyear, its Toy Story spinoff. Most of these decisions come down to a thirst for the almighty international dollar. And on the big screen, gay characters continue to be largely relegated to the sidelines - and edited out of movies altogether when they are deemed too high a financial risk. The streaming giant Netflix recently came under fire for releasing comedy specials from both Dave Chappelle and Ricky Gervais which featured jokes targeting the transgender community. In the spring, Disney drew widespread criticism for opting not to release a statement condemning Florida’s so-called Don’t Say Gay bill, and for donating funds to politicians who supported the legislation, which bans instruction on sexual orientation and gender identity in kindergarten through third grade. By some measures, the entertainment industry even appears to be moving backward.
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While Hollywood outwardly signals blanket support for LGBTQ+ rights, its track record often tells a different story. The underwhelming performance seemingly did not go unnoticed: This September, Bros, Universal’s gay rom-com starring Billy Eichner, will mark the first major studio release to show gay male sex onscreen in more than three years. After a triumphant bow in Cannes, complete with John and Egerton dueting on the beach, Rocketman‘s worldwide haul totaled just $195 million. (By comparison, Bohemian’s scant references to Mercury’s sexuality were simply cut for its China release.) The film was also denied release in the Middle East. Rocketman never received a release in China, where homosexuality is not legally recognized and gay-themed films are routinely barred from distribution. And sadly, that historic moment of progress may have hurt the film’s chances at the kind of global domination Bohemian enjoyed. There was one notable difference between the films when it came to telling their subjects’ stories, however: While Bohemian glossed over the topic of Mercury’s queerness, Rocketman met John’s love life head-on, becoming the first major studio film to depict gay male sex onscreen. Paramount Pictures had taken a big gamble with Rocketman, spending $41 million on the production and entrusting the lead role to an actor who wasn’t quite a household name (Taron Egerton), but the success of Bohemian - for which Rami Malek had won a Best Actor Oscar in March - augured good things. Just months earlier, Bohemian Rhapsody, another rock-music biopic, this one centered on Queen’s Freddie Mercury, had pulled off a surprise box-office coup, raking in $911 million worldwide. When the Elton John biopic Rocketman opened at the Cannes Film Festival in May 2019, expectations were sky-high.