LOS ANGELES, United States of America
In February 2020, Universal Pictures used the Super Bowl to light a marketing match under “F9,” the latest installment in the “Fast and Furious” franchise. With any luck, the studio hoped, the movie would roar into theaters a few months later and take in more than $1 billion worldwide, just as a predecessor, “The Fate of the Furious,” did in 2017.
But the pandemic had other plans. Some rival studios hemmed and hawed over their release schedule, but Universal shocked Hollywood in early March 2020 by delaying “F9” for an entire year. “It was a very unpopular decision,” Donna Langley, chairwoman of the Universal Filmed Entertainment Group, said recently in a phone interview. “A lot of people really did not agree with me.”
It was a $350 million-plus decision, between production and marketing costs, and Ms. Langley, like everyone at that stage of the pandemic, was operating in the dark. “It really was a gut call,” she said.
More and more, it looks like the right one: Over the weekend, “F9” arrived in theaters in eight international markets, including China and South Korea, and sold an estimated $162 million in tickets — a blockbuster result that signaled a summer rebound for Hollywood, which was largely reduced to a supplier to streaming services during the pandemic. “F9” collected $135 million in China alone, 33 percent higher than the initial total for “Fast & Furious Presents: Hobbs & Shaw” in 2019. The most recent film to take in more than $100 million over its first three days in China was Disney-Marvel’s “Avengers: Endgame” in 2019.
“F9,” directed by Justin Lin, will arrive in North American cinemas on June 25, the longest delay ever between an overseas Hollywood debut and a domestic one. The reason: Releasing “F9” in China over the weekend allowed Universal to get ahead of the country’s usual summertime blackout on imported movies, which will begin around July 1, the 100th anniversary of the founding of China’s Communist Party. Movie theaters in China are being ordered to screen patriotic films with titles like “The Sacrifice” and “The Red Sun” at that time.