Columbia Pictures' Bad Boys: Ride or Die is set to hit theaters in China on June 22, marking the second installment of the Bad Boys franchise to be released in mainland China. The previous film, Bad Boys for Life, debuted in China in August 2020 amidst the Covid-19 pandemic, grossing a mere $3.2M. Despite this underwhelming performance, other Will Smith movies have historically performed well in the Chinese market, such as Men in Black 3 ($77.2M) and Aladdin ($53.4M).
Sony Pictures Entertainment CEO Tony Vinciquerra expressed confidence in the box office prospects for Bad Boys: Ride or Die, despite the challenging theatrical landscape caused by strikes and the pandemic. Vinciquerra highlighted the film's potential success, with domestic box office tracking projecting a $50M opening weekend, making it one of the top openings of the summer.
Vinciquerra acknowledged the impact of the pandemic on audience behavior, noting that people have become accustomed to staying away from theaters. However, he believes that as the industry recovers and big films are released, audiences will gradually return to theaters. He anticipates a resurgence in the second half of the year, with a steady stream of major releases starting in July.
Despite the challenges faced by the industry, Vinciquerra remains optimistic about the future of theatrical releases. He predicts that as film production ramps up again and audiences regain confidence in theaters, the industry will see a significant comeback. While it may take time to reach pre-pandemic levels, Vinciquerra believes that a strong lineup of films in the coming months will drive audiences back to cinemas.
Columbia Pictures' Bad Boys: Ride or Die faces the unique challenge of entering the Chinese market amidst a changing theatrical landscape. With strong support from Sony Pictures Entertainment and a promising outlook for box office performance, the film has the potential to be a success in China and contribute to the overall recovery of the industry.