While the release of Legendary Entertainment's 'Warcraft' has already proven extremely successful in Asia, Mtime's movie merchandise pop-ups were also a hit among Chinese fans. With more than $10 million worth of Warcraft merchandise sold ahead of the film's release, it is clear that there is a growing demand for movie memorabilia in China.
To help promote the release of the new film, the Beijing-based marketing company Mtime staged more than 20 interactive pop-ups at shopping malls across China. At these pop-ups, the company sold exclusive movie merchandise to fans of the Warcraft series. Additionally, Mtime also set up 150 merchandising stands on the film's opening day, to give movie-goers another chance to purchase exclusive Warcraft-themed products.
While Chinese movie merchandising has traditionally lagged behind its Western counterparts, the popularity of video game-based films such as Warcraft demonstrates that there is a growing demand for collective memorabilia from younger consumers.
Movie Merchandise Pop-Ups
Mtime's Warcraft Pop-Ups Gave Fans a Chance to Buy Exclusive Merchandise
Trend Themes
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Growing Demand for Movie Merchandise — The success of Mtime's Warcraft pop-ups shows a growing demand for movie memorabilia in China.
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Interactive Pop-ups at Shopping Malls — Mtime's interactive pop-ups at shopping malls provide an opportunity for fans to purchase exclusive movie merchandise.
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Video Game-based Films Driving Demand — The popularity of video game-based films like Warcraft is driving the demand for collectible memorabilia.
Industry Implications
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Marketing — Marketing companies like Mtime can capitalize on the growing demand for movie merchandise by organizing interactive pop-ups and merchandising stands.
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Retail — Retailers can benefit from the increasing popularity of movie merchandise by stocking exclusive products and collaborating with movie studios.
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Entertainment — Entertainment industry players can explore partnerships with marketing companies to create unique movie merchandise pop-up experiences.