With an estimated $48M this weekend, Sony/MGM/Eon’s Spectre has bonded with Chinese audiences. The haul for the frame cozies up to Skyfall‘s entire Middle Kingdom run of $59M and comes a week before The Hunger Games: Mockingjay Part 2 zips into the market. If the estimates hold, 007’s 24th outing will shoot to the following records: The biggest opening weekend of all time and the biggest opening three days ever for a 2D U.S. film.
With $15M on Friday, Spectre has already claimed the biggest Friday opening all of time for any 2D U.S. film in the Middle Kingdom; the top November opening day of all time; the best Bond opening ever; and a personal best for Sony. Overall, Spectre is approaching a worldwide cume of $550M.
China was a key part of Sony Pictures’ international marketing efforts. Daniel Craig joined Alibaba founder Jack Ma in a live national broadcast to kick off Singles Day, the country’s biggest online shopping day, which was seen by over 500M viewers. Digital partnerships in China included WeChat, Weibo, and 1905. Coming up on November 20 — the same day that Mockingjay releases — an entire episode of talk show Day Day Up will be devoted entirely to Spectre, and will reach over 70M TV viewers and more online. This is the first time a foreign film has been the dedicated theme of the show.
Before Spectre bowed in China, stars Craig and Léa Seydoux, along with producer Barbara Broccoli, were in the country on a massive publicity tour. That included a premiere streamed online to a large national audience. A strategic visit to an Apple Store with a Q&A with Seydoux and Broccoli was also streamed to over 23M. And, there were visits to shows with some of the biggest ratings in China, including The Best talk show, which led into an airing of Quantum Of Solace.
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