Why Chinese viewers are losing interest in the latest Captain America
In "Captain America: Brave New World," the captain seems unable to manifest his bravery. And the film's sluggish box-office performance suggests that the "Cap" has deeply disappointed his patient Chinese fans.
As an African American, Sam Wilson is driven to stand up for his oppressed ethnic group. Inheriting the title of "Captain America" from Steve Rogers, he is compelled to cooperate with the U.S. government, placing him at a crossroads. Balancing these two roles, he frequently serves as an impartial decision-maker. Yet, the more he adheres to neutrality and political correctness, the more the plot loses its suspense and the hero loses his edge.
Since "Captain America: Brave New World" fails to depict a hero who is upright, kind-hearted, and brave enough to break free from the constraints, it is, in fact, the most steadfast adherent to the old formulas.
Hollywood, once a "super-creative power" now only pursues "money-making power," and no longer fuels audiences with dreams. Backing the industry are a slew of highest market-value movie companies, controlled by monopolistic big business. In a rapidly changing world and political landscape, Wall Street CEOs plan their productions according to financial statements to reduce risk. What kind of movies are the least risky? That's easy — sequels to old intellectual property!
As a result, we see one installment after another of Captain America, Avengers, and the Fast & Furious franchises. Only in this way can Hollywood CEOs maintain their multi-million dollar annual salaries, and naturally, they have no incentive to develop new content. Without innovation and creativity, it is safe to assume that Hollywood movies are doomed to lose their appeal.
Marvel's endeavors to renew old intellectual properties with diversified cast have their merits. But owing to the poorly executed adaptations by its screenwriters and the dearth of innovation in satisfying the audience's desires, Chinese viewers are evidently not willing to pay for this particular diversity initiative.
Chinese audiences' interest in superhero movies has waned in recent years, and they no longer top the charts. Gone are the days when a Hollywood movie could easily make hundreds of millions of dollars in China. As Chinese audiences' aesthetic standards continue to evolve and mature, they have developed a stronger preference for deriving personal emotional fulfillment and a sense of purpose from the time and money they invest in the movies.
Today, Hollywood movies are no longer offering audiences love and dreams, and the United States is no longer at the forefront of leading global culture. Its military interventions around the world have caused widespread chaos. Hollywood, indifferent to the tragedy in Gaza, has done little to help where children suffer. As a result, the once-appealing plot of superheroes saving the world fails to resonate with audiences globally. It has become difficult for people outside of the U.S. to find solace or inspiration in such fictional narratives that seem so detached from the harsh realities we live in.
Chinese audiences seem to be the first to notice this shift and reflect it in the box office results. When it comes to the future direction of the world, China has put forward the concept of a community with a shared future for mankind. This is evident in "The Wandering Earth" movie series, where highly imaginative science fiction stories vividly illustrate the spirit of humanity's unity and cooperation in pursuit of the common goal of survival.
Beyond ideology, the visual spectacle that Hollywood films once prided themselves on has also lost its luster. The Chinese film, animation and gaming industries have caught up and are producing works of equal quality. The "post-90s" and "post-00s," the mainstay of China's moviegoing public, have already been exposed to comparable or even more intense visual thrills in 3A games, VR, AR, and other forms of entertainment. As a result, Hollywood's reliance on these visual effects can no longer captivate audiences as it did in the past.
A combined photo of posters of Chinese film Ne Zha 2 and Captain America: Brave New World. /CGTN
The extremely popular domestic film "Ne Zha 2" serves as a prime example in this regard. Its production quality is on a par with Hollywood's industrial standards, vividly demonstrating the remarkable advancements achieved by China.
Since joining the World Trade Organization three decades ago, China has opened its doors wide to the world's films. Each year, China imports a certain number of foreign productions on either a revenue-sharing or flat-fee basis, fostering a diverse cinematic landscape.
According to a revenue-sharing agreement signed by China and the United States in 2012, China can import 34 films from the United States each year. Of these, 14 are IMAX and 3D films. In the past, this quota of 34 films was often fully utilized. As a result, additional American films entered the Chinese market on a flat-fee basis, further fueling exchanges between the film industries of the two countries.
However, the situation has changed significantly. In 2024, out of a total of 93 imported films in China, there were only 33 American films. This notable decline not only indicates a shift in import volume, but also reflects the evolving dynamics of the Chinese film market, which has become more diversified and selective in its choice of foreign films. Although Hollywood still maintains a strong dominance in the U.S. market, it is finding it increasingly challenging to replicate its past glories in the Chinese market.
As we look towards the future, the Chinese film market will continue to open up to the world, with more films being imported and exported through dynamic exchanges. Chinese audiences will be exposed to a wider range of outstanding works from different cultural backgrounds, which will further refine their discernment. Whether American films can regain the favor of Chinese audiences may be revealed by the upcoming releases of "Snow White" and "Zootopia 2."