Song Jia's 100 Million Yuan Film "The Embers" Faces Slow Presales Ahead Of Its November 7 Release

Song Jia in "The Embers" | Photo: Weibo

Song Jia's new film "The Embers" (我们仅有一次的人生) is off to a slow start ahead of its release.

The film, which stars Song Jia and Wen Qi with Zu Feng and more than 10 other well-known actors, premieres in Chinese theaters on Saturday, November 7. As of 8 p.m. on November 4, its presale box office stood at only about 900,000 yuan (approximately $126,000 USD), even though the film reportedly cost 100 million yuan (approximately $14 million USD) to make. More than 80 percent of presale ticket buyers were women.

What the film is about

Song Jia plays Huang Yan, a crematorium worker who has grown numb and pessimistic from her routine. After she accidentally mixes up two sets of ashes, she is diagnosed with a terminal illness. Determined to live more boldly and freely, she meets Yao Xue, played by Wen Qi, and the two women set out together to do the things they have always wanted to do.

Song Jia and Wen Qi in "The Embers" | Photo: Weibo

A quiet week at the box office

Fifteen new films open in mainland China this week, but with few strong contenders among them, "The Embers" has become one of the most notable releases of the week. Some Chinese commentators predict that, if presales continue at this pace, the film may finish with less than 15 million yuan (about $2.1 million USD), far below its reported budget.

Song Jia's recent run

Song Jia has starred in several women-centered stories in recent years. Her role in "She and Her Girls" earned her Best Actress at the Magnolia Awards, the Golden Eagle Awards and the Flying Apsaras Awards, making her a triple Best Actress winner. Her film "Her Story" earned more than 721 million yuan (about $101 million USD) at the box office, while "Sunshine Robbers" and "Lighter Than a Feather" each earned between 10 and 15 million yuan (about $1.4 to $2.1 million USD).

Women-led films have had big hits in China, most notably Jia Ling's "Hi, Mom", which earned over 5.4 billion yuan (about $756 million USD), and "YOLO", which earned around 3.4 billion yuan (about $476 million USD). Commentators note that as audiences become more selective about spending on movies, star power and genre alone are no longer enough to guarantee ticket sales.

Will you be watching "The Embers"?

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