Disney's HUGE marketing push in China detailed. China's largest theatre owners predicted an average of $277M when all is said and done.
"Disney's first step was to partner with Chinese Internet giant Tencent to make the entire Star Wars saga available for streaming online. In addition to the first six movies, Tencent's digital Star Wars hub also rolled out an array of supplementary content, including shorts, behind-the-scenes features, official merchandise offers and more.
The studio then dispatched a small army of Stormtroopers to climb the Great Wall, creating a set of publicity images that promptly went viral worldwide, followed by the installation of life-size X-wings and TIE fighters in the public plazas of Beijing and Shanghai's most fashionable shopping districts. J.J. Abrams, Daisy Ridley and John Boyega jetted east shortly after Christmas for a glitzy premiere held in Shanghai's Grand Theatre, where an Imax screen was specially built for the event.
Most savvy of all, perhaps, Chinese pop star Lu Han was recruited to serve as an “honorary Jedi" and local promotional partner. The rising 25-year-old star's boyish looks and influential online brand have earned him a reputation as "China's Justin Bieber," and he has been instrumental in building awareness among the young female Chinese demographic, which wields considerable influence over movie grosses. Han released a music video on Wednesday for his latest single, "Inner Force," which features extensive footage from the film (see it here).
Other efforts have included promotional spots on Running Man, one of China's most watched reality shows, and a specially created set of shareable emoticons for QQ, the instant messaging service preferred by Chinese young people (think Snapchat)"