Top Q2 Titles Subject To Regulatory Censorship
Spherex • June 28, 2022
Four of the Top 10 Q2 in-quarter film releases (three were in the Top 5) were banned in major film markets for culturally objectionable content, yet still
broke revenue records. As we’ll show, it doesn’t take much to run afoul of regulators in today’s top global markets.
| Rank | Title | Worldwide Gross | Impacted Countries | Reason |
|---|---|---|---|---|
| 1 | Top Gun: Maverick | $1,006,936,963 | China | Taiwanese Flag |
| 2 | Doctor Strange in the Multiverse of Madness | $950,080,503 | 7 | LGBTQ+ characters |
| 5 | Fantastic Beasts: The Secrets of Dumbledore | $401,139,370 | China | LGBTQ+ relationship |
| 8 | Lightyear | $153,341,162 | 15 | LGBTQ+ characters |
Table 1 Q2 Worldwide Box Office, Box Office Mojo
The world’s top movie in Q2 is "Top Gun: Maverick," which received widespread criticism for removing the Taiwanese flag from Tom Cruise’s character's jacket in the trailer. This was done to appease Chinese regulators, who prohibit display of the Taiwanese flag or any positive reference to the country. Global audiences cheered when the film's producers responded to that criticism by restoring the flag in the final release, but their choice ensured the film would not be shown in mainland China.
Regulators' primary objection to the other three films was the inclusion or reference to LGBTQ+ characters or storylines. It didn’t seem to matter whether they were implied or explicit, real or animated, or whether they are portrayed in a positive or negative light. Given the culture in each country, their inclusion was sufficient enough reason that regulators felt the need to take action.
For example, China required three script edits to "Fantastic Beasts: The Secret of Dumbledore" to remove references (no actual footage) to a past gay relationship between the two leading male characters in the film: Albus Dumbledore and Gellert Grindelwald. China and six other countries banned "Dr. Strange in the Multiverse of Madness" for a lead female character referring to "her two moms," China and 14 additional countries banned "Lightyear" for a single same-sex kiss. Despite these edits or bans, these films generated $2.6B in box office revenue through the end of Q2.
Three lessons can be learned from these four films. First, even the smallest references to something like a flag patch is sufficient for a title to be forced into making compliance edits or face a country ban. Second, despite changes in global perceptions of LGBTQ+ characters, even the most minor community reference is enough to get a title banned in a dozen or more countries. Finally, while some countries block content they believe is harmful to their culture or society, consumers will respond positively to banned films containing controversial topics or stories that promote diversity, equity, and inclusion.
The best way to avoid these problems is to know in advance when you may encounter them and in which scene. Utilizing Spherex ratings and monitoring solutions, you can assess your titles at any stage of production for these and other cultural and linguistic issues prior to release and prepare accordingly. With Spherex, you can ensure your titles reach maximum revenue and the largest audiences worldwide.
Contact Spherex today to schedule a demonstration.
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