[Chapter 369: Rumble in the Bronx]
Rumble in the Bronx had actually completed production in Hong Kong by the end of December of the previous year. Since Linton Films had invested five million dollars to secure all North Arican rights, the finished movie was promptly sent back to Los Angeles.
The film itself was well-made. The storyline was straightforward and clear, the pacing tight and energetic, and it was highly entertaining. The action scenes were especially spectacular. Jackie Chan's unique blend of martial arts and cody stood out brilliantly. This style of performance had never before been seen in Hollywood history, making it a strong selling point.
Everyone in the distribution departnt who watched the film couldn't stop praising Jackie Chan's performance and had high hopes for its box office potential. However, considering that this was Jackie Chan's first major theatrical release in North Arica, with the entire main cast being Asian, other than Jackie, the other actors were complete unknowns to the North Arican audience.
Although Jackie had gained so recognition through videotapes and television last year, the truth was Aricans generally struggled to recognize Asian faces. Jackie Chan hadn't yet fully established himself as a household na in the U.S., and his box office pull remained limited.
In this situation, releasing the film outright in theaters without a strong promotional campaign risked disappointing returns. But investing heavily in marketing would increase financial risks for the film's profitability.
After weighing everyone's opinions, Linton decided to take a different approach. He arranged for UPN TV Network to launch a special Jackie Chan film series starting imdiately, running every Wednesday night at 10 p.m. for the next four months.
The lineup included sixteen of Jackie Chan's best past works -- all classics such as Dragon Fist, Wheels on als, Drunken Master, Project A and its sequel, Fearless Hyena II, Armour of God, Police Story and its sequels, The Protector, Miracles, Operation Condor, City Hunter, Island of Fire, and Cri Story. By cycling through these films, they aid to steadily build Jackie Chan's popularity and fan base in North Arica.
Since Linton Films already owned the rights to these films, arranging this was convenient, though of course there were financial settlents between the studio and the network.
The movie was tentatively scheduled for an April theatrical release, a ti when competition in the box office was relatively light and more theaters would be willing to support the film.
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anwhile, in Asia, Rumble in the Bronx had started screening in January. Riding on Jackie Chan's star power and the movie's epic As Linton had predicted, with UPN's continuous broadcasts of Jackie Chan's films, his popularity in North Arica steadily grew. Viewership ratings rose, along with ad sponsorship fees for these broadcasts.
At the end of March, the distribution team finalized the film's U.S. release date as April 14. Linton approved a $5 million marketing budget.
With these backing statistics, distributors approached theaters confidently. Combined with the film's quality, many theaters expressed optimism about Rumble in the Bronx's box office potential. They committed to 2,200 screens.
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Once the release date was set, the marketing team arranged for Jackie Chan, Michelle Reis, and Anita Mui to frequently appear on major variety shows, launching pre-release promotions across North Arica.
Jackie proved to be a trendous asset. Rarely seen before with such genuine martial arts skills, he would perform Kung Fu during these talk shows. To boost ratings, hosts often invited audience mbers to randomly co on stage and challenge Jackie in playful bouts, creating exciting and lively scenes. Of course, given Jackie's expertise, he was almost unbeatable.
These appearances sparked a wave of Kung Fu enthusiasm, helping more Aricans rember the na Jackie Chan. The promotion for Rumble in the Bronx surged accordingly.
Offline dia like newspapers and magazines couldn't ignore the heat surrounding Jackie and the film. Interviews and articles about Jackie Chan and Rumble in the Bronx popped up everywhere.
Unfortunately, the focus was overwhelmingly on Jackie Chan. Although Michelle Reis and Anita Mui appeared alongside him, the dia largely overlooked them. Despite their imnse fa and beauty in Asia, they remained virtual unknowns in Arica, where audiences struggled to tell Asian actresses apart.
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Michelle Reis had complained to Linton several tis about how unfriendly Aricans were to her.
Actually, the situation wasn't much better for Noriko Sakai, who had played a significant role in the hit film Happy Death Day but still lacked popularity in North Arica.
For these actresses to break into the Arican market, they would have to invest far more effort and resources than their Western counterparts. Maybe after starring in several blockbuster movies, Arican audiences would gradually accept them.
In contrast, Izumi Sakai and Vivian Chow found it easier. Thanks to their exceptional vocal quality and singing skills, paired with Linton's top-notch songwriting, they had multiple singles cracking the Billboard Top 10.
They already enjoyed considerable fa in North Arica, built up a substantial fan base, and even ford fan clubs with help from Bella Miller. One could barely call them second-tier singers anymore. Music seed to have a lower barrier to cross borders and races.
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Rumble in the Bronx did not disappoint, earning $3.71 million on its opening Friday, followed by $4.17 million Saturday, and $3.85 million Sunday. The total for the first weekend was $11.73 million.
Audience surveys gave the film a solid B rating. While it couldn't compare to other Linton Films' productions, for a $10 million investnt with an all-Asian leading cast, the result was impressive. The survey projected a total box office of no less than $45 million.
The distribution departnt imdiately organized a week-long promotional tour with Jackie Chan, Michelle Reis, and Anita Mui.
On Monday, the film took in $2.54 million, with less than a 40% drop from the weekend. By the end of the first week, its cumulative box office had reached $21.89 million.
Crossing $50 million in total box office seed almost certain.
This confird the movie's massive success. Jackie Chan's na was becoming a sensation across Arica, and many North Arican viewers were starting to rember Michelle Reis.
Golden Harvest was ecstatic. The strong North Arican reception for Rumble in the Bronx would greatly support their plans to sell the film's rights at Cannes. This promised them another huge payday.
*****
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