Why Chinese fans are NOT happy with that extra Iron Man 3 footage

Contributed by
May 2, 2013

One of the big mysteries surrounding Iron Man 3 has been those extra minutes that are exclusive to the Chinese cut, but now we finally know what U.S. and international fans didn’t get to see. Turns out we didn’t miss much.

Some early reviews are rolling in for the Chinese version of the film, and fans are apparently pretty underwhelmed by those extra four minutes. So what’s there? Product placement for the Chinese milk drink Gu Li Duo, and some scenes early viewers say are essentially worthless, meant to pander to fans in the country.

Here’s an excerpt from The Hollywood Reporter’s story on the reaction to the extra footage:

All of these additional sequences revolve around Chinese characters. There’s Dr Wu having a telephone conversation – from his office in Beijing, in Chinese – with the television behind him showing a news bulletin of Iron Man cheered by schoolchildren in one of the Chinese capital’s landmarks. And towards the end of the film, Dr. Wu is shown operating on Stark – and then having a short conversation with his unnamed assistant (played by Fan Bingbing) about the task.

That sounds pretty, well, boring. It was an interesting experiment for Marvel to work up extra content for the Chinese audience to help the film’s chances, but those fans aren’t stupid. If all you’re doing is adding blatant product placement and blatant filler scenes with actors of a specific ethnicity, you’re not making the movie better — you’re actually making it worse.

It was interesting to see Iron Man 3 experiment with market-specific footage, but here’s hoping Marvel works out a better plan the next time they give it a try.

The film opens in the U.S. this weekend.

(Via The Hollywood Reporter)

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