Analysis of Mulan's Selling Points and Marketing Operations

In February 1999, the China Film Corporation brought in Mulan, Disney's 1998 hit animation film. Although movie theaters' New Year Festival slots were virtually chock-full of Chinese-made New Year—greeting films, all distribution and screening units did their best to push the film into the slot immediately following the Spring Festival holiday. Clearly, the relevant units entertained fairly optimistic box-office expectations of Mulan due mainly to the selling points that follow: 1. The film is based loosely on the "Ode to Mulan" of the Northern Dynasties period [386-581—Trans.], a poem that has become widely known among the common folk in China. Now that Hollywood is increasingly aware of the importance of Chinese cinema and culture, the film is obviously a fairly noteworthy cultural phenomenon

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