(CRI) Hollywood blockbuster Star Trek Beyond got a boost this weekend, landing at the top of the international box office chart thanks to an over-31 million US dollar debut in China.
The full frame was worth 37 million US dollars across 40 markets for offshore revenues to date of 131 million US dollars.
Star Trek Beyond comes with Chinese investment from Alibaba and Huahua Media which mounted a targeted promo campaign. Popular Chinese variety show Happy Camp devoted an episode to the film with participation from stars Chris Pine, Zoe Saldana and Zachary Quinto.
Also upping the Chinese profile, Happy Camp co-host Xie Na and her husband Zhang Jie have a combined 120M followers on Weibo. Zhang acted as the film's Chinese ambassador and sang its local theme song. He also made a special appearance at Comic-Con in San Diego in July.
Source: CRI