'F9' error a fast lesson in Taiwan misconceptions

Despite its high box office earnings, the Universal Pictures action film F9 only scored a low 5.5/10 on Chinese review site Douban, with many moviegoers calling it "the worst in the franchise" for its “outrageous plot”. And now leading actor John Cena has stirred up an even larger controversy for the film by calling Taiwan a “country”, leaving Chinese fans “furious” by his fast remark.

John Cena on Tuesday apologized on the Chinese mainland’s social media platforms after having falsely claimed that Taiwan is a “country” in a promotional video for his latest film F9 to the island's audience.

Hollywood, by all means, could not ignore the Chinese mainland film market, especially when studios attempt to restore box office earnings after industry shutdowns prompted by the pandemic.

The world’s second largest economy last year toppled the US to become the biggest film market by revenue. All eight of the films from 2020 nominated for the Oscar for Best Picture made a paltry $35 million combined at the box office, down from $700 million the previous year. China, meanwhile, generated $3 billion in movie ticket sales in 2020. Hollywood is paying significant attention to the Chinese mainland’s film market and has a lack of confidence in the US market, which is still under the shadow of the COVID-19 pandemic.

That explains why F9 is making a big bet on the world’s largest film market as the film headed to the Chinese mainland on May 21, more than one month earlier than its North American release on June 25.

But for the sake of their own business, foreign companies need to raise awareness of their target market’s laws and rules. Because the Chinese consumers will make their own choices.

Unlike some politicians who deceive the public on purpose, many people in the West may have a vague perception of the status of Taiwan, because of the complicated political culture, misleading news reports and other factors.

Cena’s case undoubtedly will cast a shadow on the already lackluster movie. But it’s also a golden opportunity to correct the wrongful idea circulated among the Western public, which may pave way for foreign enterprises to reduce frictions with the market in the Chinese mainland.

Previously, in 2018 more than 40 foreign airlines corrected their mistakes, and listed Taiwan as part of China on their websites to reflect their respect for the one-China policy.

It's not that the Chinese market and its people have become tough, but that the previous misconceptions should have been clarified a long time ago. With rising economic, cultural and people-to-people exchanges, the task is increasingly important and urgent.

Chinese fans are furious about Cena’s remarks, but the star’s fast response proves that interactions can help clear up misconceptions.

The author is a writer with China Daily.