‘Cliff Walkers’ Sets New IMAX® China Record During Labour Day Holiday2 min read

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Following the New Year and Chinese New Year holidays, IMAX® China announced another strong box office showing over the Labor Day Holiday. The domestic spy thriller Cliff Walkers, from renowned director Zhang Yimou, has grossed RMB 25 million across more than 710 IMAX® theatres throughout the country, setting a record for the company’s best opening for a Chinese film during the Labor Day holiday. IMAX® China reported its second-highest opening ever for the Labor Day holiday with a total of RMB 34 million grossing to date, following 2019’s record set by superhero blockbuster Avengers: Endgame.

As the fourth film directed by Zhang Yimou presented in IMAX®, Cliff Walkers received strong acclaim from both critics and audiences upon its release, scoring as high as 9.1 on its Maoyan and Taopiaopao ratings.

On 2 and 3 May, Cliff Walkers surpassed its previous day’s box office numbers. The film topped the total box office for a single day on 3 May, driven by strong word-of-mouth marketing. IMAX® accounted for 7% of Cliff Walkers’ box office even though the film was only one of several shown on IMAX® screens during this period, and IMAX® screens account for only 1% of the total screens in China.

“We want to congratulate director Zhang Yimou and our partners China Film, Emperor Motion Pictures, Shanghai Film and Huaxia Film for achieving such strong box office results and high word-of-mouth from audiences,” said Edwin Tan, CEO of IMAX® China. “After Coming Home, The Great Wall and Shadow, the artistic appeal of Zhang Yimou’s work once again struck a powerful chord with IMAX® audiences.

The record-setting IMAX® box office performance of Cliff Walkers proves that the IMAX® experience has become the top preference for Chinese moviegoers to enjoy a range of genres of both Chinese and Hollywood blockbusters. We look forward to seeing Cliff Walkers keep its strong momentum and attract even more moviegoers into IMAX® theatres in its continued run during and after the Labor Day holiday. “

More than 250 million people will be travelling during the five-day holiday this year, according to estimates from Tong Cheng Travel. Industry observers predict that films such as Cliff Walkers will sustain their strong box office performance by attracting audiences during this holiday period.

In addition to Cliff Walkers, IMAX® theatres across China are currently screening Home Sweet Home, directed by Chen Zhengdao, The Lord of the Rings: The Fellowship of the Rings, and The Lord of the Rings: The Two Towers. In addition, The Lord of the Rings: The Return of The King and Fast & Furious 9 will arrive in IMAX® theaters on 14 May and 21 May respectively. The last two instalments of the Fast & Furious franchise grossed RMB 2.4 and 2.7 billion across China.