Taylor Swift: The Eras Tour is the highest-grossing concert film of all time. Under the helm of Emmy award-winning director Sam Wrench, the movie follows the 34-year-old pop icon and her dancers onstage, as Swift performs 40 songs from 10 albums during her 2023-24 The Eras Tour. The film has grossed over $261 million at box offices worldwide, including more than $10.84 million on the Chinese mainland, according to statistics from trackers Box Office Mojo and Beacon. The 169-minute-long movie has also become the highest-grossing imported documentary of all time on the Chinese mainland.
With The Eras Tour breaking the Guinness World Record for the highest-grossing music tour in history, Alibaba Pictures — which is known for importing such acclaimed foreign movies as Green Book, Bohemian Rhapsody, Capernaum and Departures — recognized the film’s prospects, facilitated its entry into the Chinese market, and helped to promote. Since its release in domestic theaters on New Year’s Eve, the movie has received an impressive score of 9.3 points out of 10 on Douban, due to its spectacular visual effects and Swift’s superstardom.
Song Zhe, a 29-year-old short-video director, he purchased two tickets for consecutive screenings. “I have rarely experienced such an exciting and immersive (拟真的) movie-watching experience before. When it came to some of the hottest Swift songs, the audience spontaneously (自发地) stood in the empty space below the big screen, and started jumping and singing along. You couldn’t even hear Swift’s voice — only the cheers and shouts of the fans,” he recalls. Another Chinese theatergoer Jin Yu commented, “It felt like I was attending a solo concert by Swift for almost three hours, but it only cost 100 yuan ($14). In addition, you could take out your smartphone to take photos or videos. That’s usually forbidden when watching a movie in a theater.”
“China has more than 80,000 screens in over 12,000 cinemas, but most of the seats remain unsold during the comparatively slow box office season. Swift’s movie could serve as a good example for domestic theater operators to learn how to attract a larger audience,” says Zhi Feina, a professor at the Chinese National Academy of Arts and an industry observer.
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