After the success of Bad Boys for Life, Columbia Pictures is gearing up for the release of Bad Boys: Ride or Die in theaters in China on June 22. This marks the second installment in the Bad Boys series to hit the mainland Chinese market, with directors Adil and Bilall at the helm once again.
Bad Boys for Life made its debut in China in August 2020 amidst the Covid-19 pandemic, and it grossed a mere $3.2M. This was quite the contrast to other Will Smith movies that had performed exceptionally well in the Chinese market pre-Covid, such as Men in Black 3 and Aladdin. Despite its underwhelming performance in China, Bad Boys for Life managed to rake in $206.3M domestically and $426.5M worldwide.
Sony Pictures Entertainment CEO Tony Vinciquerra expressed confidence in the box office prospects for Bad Boys: Ride or Die, despite the challenges posed by the ongoing pandemic and the aftermath of strikes. He mentioned that there was a sense of optimism surrounding the film’s outlook and predicted a strong opening in the domestic market with estimates at $50M.
Vinciquerra acknowledged that the theatrical industry had taken a hit during the pandemic, but he remained hopeful for a resurgence in the second half of the year. He emphasized the importance of getting audiences back into the habit of going to theaters and believed that the release of big films would drive this resurgence. With a lineup of major releases planned for the summer and beyond, he predicted a positive trend in theater attendance.
As the film industry gradually returns to normalcy in terms of production schedules, Vinciquerra forecasted a comeback for theaters. While it may take time to reach pre-pandemic levels, he remained optimistic about the future of theatrical releases and the potential for audience engagement. The success of one film, such as Bad Boys: Ride or Die, could pave the way for future successes in the industry.
The release of Bad Boys: Ride or Die in China represents a significant step for the Bad Boys franchise and the broader film industry. Despite the challenges posed by the pandemic, there is a sense of optimism surrounding the film’s performance both domestically and internationally. With a lineup of major releases on the horizon, the theatrical industry is poised for a resurgence in the coming months.
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