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How ‘Avengers: Endgame’ is helping Netflix

Patch Penguin and the Avengers

“Avengers: Endgame” is smashing records like Hulk smashed everything in his many movie and TV appearances. Above all, it’s performing well in China where it’s close enough to all-time records to be mentioned in the same breath as homegrown favorites like “The Wandering Earth.”

The fact that “The Wandering Earth debuted in February and had the highest IMAX gross, which was then beaten by Avengers, creates an interest in seeing the movie. Endgame could gross more in China than “The Wandering Earth” and creating an even greater interest in seeing the Chinese film. If it was that good, it must be worth seeing, and for those who want to be able to say anything intelligent about the heavyweight duel overseas, they’ll have to find a way to see ‘The Wandering Earth” and find out what made it such a huge hit in China. In steps Netflix to fill the gap.

By promoting it as something people can see, Netflix is effectively able to use the free advertising generated by the comparison between “The Wandering Earth” and Endgame to get views of a Chinese film most wouldn’t ordinarily even find to watch much less consider. If Netflix or other streaming services begin to capitalize on the comparisons that go on with box office incomes, we could see a slew of international films gaining steam first through streaming. Once Americans get used to seeing foreign films with subtitles, there’ll be no stopping the influx of new and better films.

Even if those foreign film studios are as mired in sequel-itis as U.S. studios are, the stories and concepts will be new and more original to U.S. audiences. That’s good for storytelling and creativity because foreign films can introduce different ideas and viewpoints into American culture. For now, Netflix gains with having “The Wandering Earth” available to stream, and having one more way to create buzz through using another studios success.

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