In a ceremony worthy of the big stars, Universal Pictures unveiled in China its ambitious campaign for " Michael ", the biopic of the legendary Michael Jackson . With a world premiere scheduled for April 18, 2024, the event held in Beijing marks the beginning of one of Hollywood's biggest bets on the Chinese market.
The studio promises a millionaire campaign, with unprecedented investments and promotions, aiming for a return that can exceed the billions. China, which already counts Jackson among its icons, is more than prepared to receive the King of Pop with all the fervor.
Michael Jackson's appeal in China is a cultural phenomenon. Among legends and symbols, the artist immortalized himself in statues and murals across the country, consolidating his image as the greatest foreign star of all time for the Chinese public. Today, there are more than nine monuments in honor of the King of Pop in Chinese cities, confirming the importance and affection dedicated to him.
Universal Pictures plans a campaign to match the Michael Jackson phenomenon. Marketing strategies include exclusive releases on Chinese platforms, such as behind-the-scenes videos, interviews, and special appearances by the film's crew. The entire effort aims not only to reach veteran fans, but also to attract a new generation curious to find out who was the man behind the eternal hits. For the studio, the biopic represents more than a potential success: it is a celebration of the power of music and spectacle.
With this millionaire bet, the studio aims at the untapped potential of the Chinese market, where Michael Jackson is as popular as national icons. According to film analysts, the public's familiarity with the figure of Jackson, widely worshipped in the country, could result in an extraordinary box office.
Under the direction of Antoine Fuqua , the feature promises a deep and detailed look at the life of the King of Pop. Jaafar Jackson , Michael's nephew and son of Jermaine Jackson, a member of The Jacksons 5, will be responsible for playing the protagonist.