Chow declined to reveal Sony's "MIB 3" promotion and advertising budget. But outdoor advertising company JCDecaux Out-of-Home Media Group revealed that Sony paid $125,761 for a two-week digital campaign in 30 key stations of Shanghai's subway, screening 15-second spots 120 times daily.
Television advertising for Hollywood films is practically nonexistent in China. "It's very fragmented and expensive," Chow said.
But not all movie companies avoid Chinese TV. Kerr Xu, whose Shanghai company SJS Hippo Animation will release the $3-million "Animen 2" on 4,500 screens Friday, is betting heavily on TV. The company has spent big on Internet advertising but has also traded deep discounts for the TV version of the movie, about a race of outer-space super frogs, in exchange for discounts on TV advertising.