Bi Gan’s Arthouse Drama ‘Long Day’s Journey Into Night’ Uses Clever Marketing To Outgross ‘Avengers: Infinity War’ In Chinese Presales

Here’s something you probably wouldn’t expect to read – Bi Gan’s latest film, “Long Day’s Journey Into Night” has Chinese presales numbers that are eclipsing “Avengers: Infinity War.” You read that right, the arthouse drama/thriller that debuted at this year’s Cannes Film Festival, from the director that is notorious for his David Lynch-esque sensibilities, has earned more in its first day of presales than the latest ‘Avengers’ film. What the hell?

For those that don’t know, “Long Day’s Journey Into Night” is the story of a man that is attempting to figure out where a woman he met has run off to. He returns to his hometown and begins searching for this mysterious woman. Sounds fairly basic right? Well, that’s only if you didn’t have filmmaker Bi Gan at the helm.

READ MORE: Bi Gan’s ‘Long Day’s Journey Into Night’ Is A Masterfully Mysterious Effort & Maybe The Best At Cannes [Review]

Here’s all you need to know about the young, acclaimed filmmaker – from our review of ‘Long Day’s Journey’ – “Just like the very best of elliptical works of David Lynch and Weerasethakul, a second viewing is mandatory to fully absorb the plot that intertwines in asymmetrical fashion and dares us to follow along.”

So, how the hell did “Long Day’s Journey Into Night” somehow outgross ‘Infinity War’ in its first day of presales, earning a ridiculous $15 million (with almost a week left before its December 31st debut)? The answer is simple, and rather interesting – clever marketing.

To market the arthouse film, the production companies had a brilliant strategy to tie the film’s release in with New Year’s Eve. And in doing so, “Long Day’s Journey Into Night” is now a big event for those wanting to ring in the new year with a great film.

Here’s a portion of the production companies’ statement (via China.org):

“All theaters may utilize this film to organize cross-year activities. For example, the film can start screening at 9:50 p.m. on Dec. 31 and end at midnight on Jan. 1, 2019. Audience members can bring their significant others to share in the ceremonial night and kiss at that moment as they cross into the new year.”

Our review of the film, after its Cannes premiere, said that Bi Gan’s work is “a flat-out masterpiece.” However, though it is a masterpiece and one of the best films we’ve seen all year, “Long Day’s Journey Into Night” should not be mistaken for a four-quadrant action spectacle that Chinese fans seem to eat up. It’ll be curious to see how audience members react to the film after watching it with their significant other, considering Bi Gan’s clear arthouse style and interests.

Long story short: this film ain’t “Aquaman.”

Either way, the presales for the film seem to be doing incredibly well and the film will no doubt make good money in its home country. So, maybe all it takes is tricking people to see a Bi Gan movie on New Year’s Eve to change the Chinese film market? We shall see.

Here’s the trailer for the film. “Long Day’s Journey Into Night” opens this spring via Kino Lorber.