IMAX Preview Strategy of 'Operation Dragon'

Operation Dragon, directed by Lin Chaoxian and starring Huang Xuan and Yu Shi, has made an unprecedented move by announcing large-scale IMAX previews starting January 26th, three days before the Chinese New Year holiday rush in China. This bold strategy has sparked intense discussion within the film industry.

The Chinese New Year period represents the most competitive theatrical window in China’s film market. Traditionally, films rarely conduct previews during this period due to the intense competition for screens and the risk of early word-of-mouth affecting opening day performance. The holiday typically generates over 1 billion yuan ($140 million) in daily box office revenue during its peak days.

Operation Dragon’s current market position appears challenging. With only a 7.8% share of opening day screenings and preview ticket sales significantly lagging behind competitors, the film faces an uphill battle. Major competitors include Detective Chinatown, The Monkey King, and God of War Zhao Zilong - all established franchises with strong fan bases.

The IMAX preview strategy represents a calculated risk for several reasons:

First, it demonstrates exceptional confidence in the film’s quality. By opening early for IMAX screenings - which showcase 26% more image than standard formats - the filmmakers are betting on superior production values and visual spectacle to generate positive word-of-mouth.

Second, this approach aims to build momentum before the holiday rush. If successful, strong preview reactions could influence theaters to allocate more screens during the crucial opening days. However, if word-of-mouth is mixed, it could severely impact the film’s holiday performance.

Industry insiders note that this strategy reflects broader changes in Chinese moviegoing habits. Audiences increasingly wait for initial reviews before making viewing decisions, extending films' box office runs beyond the traditional opening weekend focus. Operation Dragon’s preview approach acknowledges this shift while taking a significant risk.

The production company Bona Film Group has invested heavily in the project, with estimates suggesting a budget approaching Hollywood blockbuster levels. This investment, combined with less-than-ideal pre-release marketing outcomes, may have pushed them toward this aggressive preview strategy.

Theater managers have expressed mixed reactions. While some appreciate the potential to generate early revenue, others worry about staffing implications and screen allocation challenges during the preview period. The decision to offer significant ticket subsidies indicates the producers' determination to build audience awareness.

The Chinese film industry is closely watching this experiment. If successful, it could establish a new model for holiday releases. If it fails, it may serve as a cautionary tale about the risks of disrupting established release patterns during China’s most important theatrical period.

The stakes are particularly high given Operation Dragon’s position as a sequel to the successful Red Sea Operation. This heritage adds pressure while also providing a quality benchmark that the film must meet or exceed to justify its unconventional release strategy.

The outcome of this high-stakes gamble will likely influence future Chinese New Year release strategies and could reshape how major films approach this crucial market window. The film industry awaits the audience verdict with great interest.