Gavin Feng, Chinese cinema analyst, takes a look at the forthcoming Solo: A Star Wars Story as it changes its title in China after the very public flop of The Last Jedi in the country.
According to Feng, ‘Star Wars‘ won’t be used in the movie’s title, underlining the lack of consumer connection with the brand in the country. Instead, the film will be called Ranger Solo in an effort to reinvigorate the franchise in China.
According to local media Mtime, Official Chinese title of Solo: A Star Wars Story is Ranger Solo(游侠索罗). And STAR WARS(星球大战) is abandoned in Solo’s local title after Star Wars: The Last Jedi flopped in China. pic.twitter.com/FsOTZcxENW
— Gavin Feng (@weier1231997) January 26, 2018
By way of comparison, The Last Jedi took less money in its entire run in China – the world’s second biggest film market – than it took on Thursday previews alone in North America alone. Sobering figures, and a brave and interesting move to change the films title in this manner.
