Columbia Pictures’ upcoming film, Bad Boys: Ride or Die, is set to hit theaters in China on June 22. This will mark the second installment of the Bad Boys franchise to be released in mainland China, following the success of Bad Boys for Life. The film is directed by Adil and Bilall, who previously worked on the third film in the series. Bad Boys for Life had a lukewarm reception in China back in August 2020, grossing only $3.2 million at the box office. Despite this, other Will Smith movies have performed well in the Chinese market before the Covid-19 pandemic, such as Men in Black 3 and Aladdin.
During an investor call, Sony Pictures Entertainment CEO Tony Vinciquerra expressed his confidence in the box office potential of Bad Boys: Ride or Die. He acknowledged the challenges faced by the theatrical industry due to strikes and Covid-19 but remained optimistic about the film’s prospects. Vinciquerra stated that the studio was anticipating a solid opening for the film, with domestic box office tracking indicating a $50 million start, making it one of the top openings of the summer.
Vinciquerra also discussed the impact of the pandemic on moviegoing habits, noting that audiences had grown accustomed to streaming services and had to adapt to returning to theaters. However, he predicted a resurgence in the box office in the second half of the year as more big films hit the screens. He emphasized the importance of establishing a regular flow of new releases to incentivize audiences to return to cinemas and support the industry’s recovery.
As the anticipation builds for the release of Bad Boys: Ride or Die in China, the industry is hopeful for a successful run at the box office. With the backing of Sony Pictures Entertainment and a strong track record for the franchise, the film is poised to draw audiences back to theaters and kickstart the summer movie season. Despite the challenges of the past year, the outlook for the theatrical business is optimistic, with a promising lineup of films set to reignite interest in cinematic experiences.