Star Wars: The Force Awakens opens in China this week, and Lucasfilm is doing something…. different to mark the regional release.
Unlike the west, where a mere barrage of marketing, merchandising and shameless pandering to nostalgia sufficed to pack cinemas, launching the film in China requires playing to that market’s standards. That means only one thing — a mostly unrelated pop song performed by a former boy band member.
By: Matt Kamen,
