Merchandise, small players swept up in whirlwind success of Ne Zha 2(2)

Ne Zha-themed keychain products are sold at a store in Dongguan, Guangdong province, on Feb 17. [Photo provided to China Daily]

Awestruck audiences

This relentless pursuit of technical excellence left Wang Zheng, general manager of Mianyang Zhonghuan Culture Communications, a company that owns 10 cinemas, awestruck.

"Many viewers revisited the film to dissect fleeting visual effect moments," said Wang.

Before many screenings, tickets sold out within minutes. Some impatient international fans even went to nearby countries to watch the film.

In addition, hordes of fans of the movie traveled to real-world Ne Zha landmarks such as Tianjin's Chentang Pass and Yibin's Ne Zha Temple — rekindling interest in cultural tourism.

Zhang Feng from Beijing displayed a clutch of different ticket stubs for the film to illustrate his appreciation for different aspects of Ne Zha 2's high-end production value.

"IMAX 3D for its visual splendor, Dolby Atmos for musical immersion, 4DX for the 'wind-fire wheels' thrill," he said.

At the peak of Ne Zha 2's box office reign, Zhonghuan cinemas scheduled up to 140 daily screenings, Wang said. The off-peak cinema occupancy rate hovered at 50 to 60 percent while prime-time screenings were sold out.

The film accounted for 80 percent of Zhonghuan cinemas' daily box office earnings, he said.

"Our scheduling hinges on demand, occupancy, and revenue — Ne Zha 2 dominated on all fronts," he added.

"Although the average attendance rate for Ne Zha 2 dropped by 50 percent one month after its release, this still stands as a commendable achievement. This data not only reflects remarkably well on the domestic market, but also showcases a favorable decline rate when compared with imported animation films."

Wang said imported animation films often face a situation where, after one month, many theaters have either stopped screening them or only have occasional showings. "In contrast, Ne Zha 2 continues to be prioritized by theaters as a leading feature for screening," he said.