Hollywood films get localized posters in China

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In recent years, many Hollywood film companies localize their movie posters for Chinese releases in order to try and meet the tastes and demands of local movie-goers.

China has become one of the most important overseas markets for Hollywood and, to capitalize on this, many producers put more efforts than usual into creating a well designed poster that will catch the eye of potential moviegoers and make sure their product stands out.

The poster of “Venom.” /Xinhua Photo

For instance, Fox's “Venom” is set for a release on November 9. The newly released poster, features the titular superhero depicted in the style of a Chinese ink painting.

By blending Chinese elements into their posters, many Hollywood films get better promoted in China as they are often considered to be works of art by lots of movie fans.

Four posters of "Fantastic Beasts and Where to Find Them." /Xinhua Photo

When the film “Fantastic Beasts and Where to Find Them” arrived in China two years ago, each of the beasts got their own portrait, painted in the style of the illustrations found in ancient Chinese mythical books.

Since Chinese audience were already very familiar with J. K. Rowling and her magic world, they were surprised and flattered by these localized posters.

The poster of "Maze Runner: The Death Cure." /Xinhua Photo

On its poster designed for Chinese mainland, “Maze Runner: The Death Cure” features a maze made of Chinese embroidery.

Some criticized that the embroidered pattern on the poster is too upbeat for a dystopian story. However, the movie was released in China's mainland on January 26 this year, three weeks before the Spring Festival, timely for the screenings.

The poster of “War for the Planet of the Apes.” /Xinhua Photo

“War for the Planet of the Apes” used famous Chinese lyrical verses about warfare on several of the film's posters.

In the poster above, the lines, “The wind blows; the river freezes. The hero fords; never to return,” is a farewell song from “Strategies of the Warring States” written in the Han Dynasty (206 BC–220 AD). The solemn but affecting verse, written in an emotional calligraphy, echoes the topics of the third installment in the “Planet of the Apes” reboot series, as well as the imagery of the poster.

The poster of “The Shape of Water.” /Xinhua Photo

When the Oscar-winning movie “The Shape of Water” came to China, its received a Chinese wash painting, a kind of traditional Chinese painting which is created by varying the density of the ink with water. The poster was designed by Chinese illustrator Lu He, a watercolor and wash painting master.

Lu made over 30 potential posters and Guillermo del Toro, the director of the film, selected this one in particular because the large blank area in the poster combines Chinese aesthetics and the mysterious nature of the movie.