BANGKOK • Bollywood is speaking to Chinese filmgoers with a Hindi hit that is outdrawing Star Wars.
Secret Superstar, the tale of a 14-year-old Muslim-Indian girl who strives to become a singer, has topped China's box office since its release there on Jan 19. Its revenue of about 743 million yuan (S$153.6 million) surpasses sales for Star Wars: Last Jedi, according to ticketing data provider Maoyan.
Secret Superstar is the second straight hit in China for Bollywood actor-producer Aamir Khan, who stars in the film as a quirky pop musician who helps the girl realise her dream. It underscores how quickly the world's second-biggest film market is evolving away from Hollywood franchise fare and developing a taste for films from around the world.
Based on results from the past 12 months alone, hits from India, Thailand and Spain show China's box office may already be less blockbuster-centric than the United States'.
The official Xinhua News Agency made a diplomatic connection in an editorial: "Chinese filmgoers' appreciation of Aamir Khan's films reflect the common aesthetic pursuit of the two countries, which should be extended from the cultural aspect to broader areas, including politics and the economy."
Khan's Dangal drew US$193 million (S$182 million) in China last year, according to Box Office Mojo. By comparison, the biggest take for a foreign-language film ever in North America was US$128 million for Crouching Tiger, Hidden Dragon almost two decades ago.
The Thai crime comedy Bad Genius, about two poor but brilliant students helping rich kids cheat in standardised tests, generated US$41 million in China last year - 13 times its Thailand sales.
The Spanish thriller Contratiempo grossed US$26 million in China last year, sixfold more than at home, according to Box Office Mojo.
English-language films from Hollywood remain the dominant import to China, helped by an agreement under World Trade Organisation rules that allows 34 films a year to be imported from the US on a revenue-sharing basis.
There is still no magic formula for success in Chinese theatres.
Two films from Hollywood's Fast & Furious series rank among the country's top five earners in history.
But some Star Wars films have been lacklustre.
The animated film Coco scored about US$190 million in China last year, almost matching its North American sales, while another, Cars 3 barely reached US$20 million, compared with more than US$150 million at home.
BLOOMBERG
