'Warcraft' success a marketing coup, and lesson

Deemed the most financially successful video game adaptation to date, Warcraft tapped into the Chinese movie industry's tremendous potential by forging a strategic partnership with local investors and distribution channels.

Over the years, Legendary cemented relationships with four key stakeholders -- Tencent, China Film Group, Taihe and Huahi, a structure it set up even before Wanda completed its acquisition of the Burbank-based studio for $3.5 billion in January.

Undoubtedly, Wanda has played a key role in helping publicize and market Warcraft through its own channels -- its 18 percent ownership of 39,000 Chinese cinemas and theatres -- to help it achieve a wide release.

Understanding local Chinese culture definitely helps, as well.

China is one of the biggest markets for Blizzard Entertainment's Warcraft game. Chinese gamers are estimated to make up about half of its 5 million players worldwide. On the web, players exploit a lush landscape and instantly interact with other gamers. They have even given the game a Chinese name: "World of Magic Beasts."

To tap into the nostalgic sentiment of the 2.5 million Chinese gamers, Legendary also launched an 18-month-long publicity campaign to stir up fans' enthusiasm and lure them out for Warcraft's release night.

A shrewdly-selected release date also contributed the marketing coup. Shown on June 8, Warcraft was warmly received by hundreds of thousands of Chinese college-entrance-exam takers who had just completed three-days of agony and were up for a break. The date also coincided with the three-day Dragon Boat Festival holiday, when people all over look for fun things to do.

All these Chinese elements -- Chinese partners and assimilation into the Chinese culture -- are believed to have helped Warcraft earn its success.

Maybe Hollywood should try a little "marketcraft" of their own.

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