Columbia Pictures’ action-packed sequel, “Bad Boys: Ride or Die,” is gearing up for a theatrical debut in China, hitting screens nationwide on June 22.
This marks the franchise’s second venture into the Chinese market, following the success of “Bad Boys for Life.” Directors Adil and Bilall, known for their work on the third installment, are back at the helm for this thrilling fourth chapter.
Despite the challenges posed by the global pandemic, which impacted the box office performance of “Bad Boys for Life” in China with a modest $3.2 million gross in August 2020, the franchise’s star power remains strong. Will Smith’s previous films have seen substantial success in China, with “Men in Black 3” grossing $77.2 million and “Aladdin” bringing in $53.4 million before the pandemic era.
Sony Pictures Entertainment CEO Tony Vinciquerra expressed optimism during an investor call regarding the upcoming release of “Bad Boys: Ride or Die.” He acknowledged the current downturn in theatrical attendance due to various factors, including labor strikes and ongoing pandemic concerns. However, Vinciquerra remains confident in the film’s potential, citing strong domestic box office projections of around $50 million for its opening weekend, positioning it as one of the summer’s most anticipated releases after “Kingdom of the Planet of the Apes.”
Vinciquerra highlighted the shifting landscape of moviegoing habits, noting that audiences are gradually returning to theaters as major releases hit screens. He emphasized the industry’s anticipated resurgence in the latter half of the year, with a lineup of blockbuster films poised to reignite audience interest.
While acknowledging the challenges of returning to pre-pandemic levels of cultural impact and box office success, Vinciquerra expressed optimism for the film industry’s recovery in the coming years. He also hinted at the potential of upcoming superhero releases, such as “Deadpool” and “Wolverine,” to further invigorate the cinematic landscape in late July.
