# Movie Merchandise Pop-Ups Mtime's Warcraft Pop-Ups Gave Fans a Chance to Buy Exclusive Merchandise By Katherine Pendrill | Published 2016-06-15 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/movie-merchandise References: [hollywoodreporter](http://www.hollywoodreporter.com/news/chinas-mtime-gives-warcraft-a-902231) & [gbtimes](http://gbtimes.com/life/star-wars-marvel-wow-among-mtimes-original-merchandise) 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. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 37% | Activity: 65% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Growing Demand for Movie Merchandise:** The success of Mtime's Warcraft pop-ups shows a growing demand for movie memorabilia in China. - **Interactive Pop-ups at Shopping Malls:** Mtime's interactive pop-ups at shopping malls provide an opportunity for fans to purchase exclusive movie merchandise. - **Video Game-based Films Driving Demand:** The popularity of video game-based films like Warcraft is driving the demand for collectible memorabilia. ### Who This Affects Most - **Marketing:** Marketing companies like Mtime can capitalize on the growing demand for movie merchandise by organizing interactive pop-ups and merchandising stands. - **Retail:** Retailers can benefit from the increasing popularity of movie merchandise by stocking exclusive products and collaborating with movie studios. - **Entertainment:** Entertainment industry players can explore partnerships with marketing companies to create unique movie merchandise pop-up experiences. ## Related on Trend Hunter - [Video Game Merchandise Events](https://www.trendhunter.com/trends/the-king-of-games.md) - [Movie-Themed Grocery Store Experiences](https://www.trendhunter.com/trends/asda-and-wicked.md) - [Fandom Culture Retail Experiences](https://www.trendhunter.com/trends/eb-trends-store-concept.md) - [Viral Collectible Toy Pop-Ups](https://www.trendhunter.com/trends/popup-in-singapore.md) - [Whimsical World-Inspired Collections](https://www.trendhunter.com/trends/harry-potter-collection-2.md) - [Film-Themed AR Designs](https://www.trendhunter.com/trends/borderlands-film.md) - [Celebratory Musical Snack Campaigns](https://www.trendhunter.com/trends/butterkist-wicked-promotion.md) - [Promotional Metaverse Experiences](https://www.trendhunter.com/trends/escape-the-afterlife.md) - [Chinese Tea Brand Pop-Ups](https://www.trendhunter.com/trends/chinese-tea-brand.md)