(Yicai Global) April 15 -- Chinese moviegoers are falling hard for the last movie in the Avengers series over one week before the release.
Ticket pre-sales for Marvel Studios' Avengers: Endgame have reached CNY200 million (USD29.8 million) in two days in China, and prices have risen as high as CNY400 (USD60) on official booking sites, according to box office site Piaofang Maoyan. Movie tickets usually cost from CNY30 (USD4.50) to CNY100 in China.
The box office for the premiere, screened at midnight between April 23 and 24, has reached CNY65.9 million. The premier is two days before that of the US, and nearly all of Chinese cinema screens will be dedicated to playing the same movie over and over again on that day. Prices for IMAX cinema tickets are at the upper end of the range and online scalpers are already selling 'emperor's seats' for over CNY1,000 (USD149).
The US film studio has taken heed of Avengers: Infinity War, the third movie in the series, which was released in China last May, two weeks after other regions. It still raked in CNY2.4 billion (USD355 million), representing the biggest box office ever for Marvel Studios in China.
Ticket prices are determined by film distributors and usually start from CNY25 to CNY35, an executive in charge of a large cinema told Yicai Global, adding that CNY400 sounds a bit unreasonable.
Avengers: Endgame is a unique hit movie, and high ticket prices are driven by high demand, a chief of Jinyi Cinemas said to Yicai Global.
All the fans want to be the first to watch the movie, a staff member at Wanda Cinemas said, adding that the movie lasts for three hours, longer than the earlier ones, so audiences will get their money's worth.
Editor: Emmi Laine