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.