20 h 31 mars 2014 ans - TRANSCENDENCE Johnny Depp Premiere BEIJING

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Johnny Depp promoting Transcendence.

FROM WSJ:
The star of movies including the "Pirates of the Caribbean" trilogy, Mr. Depp -- who plays a terminally ill scientist in "Transcendence" -- is just the latest of Hollywood stars to fly to China to promote their films in person. Chris Evans, the lead actor in the upcoming film "Captain America: The Winter Soldier," and Andrew Garfield, the star of "The Amazing Spider-Man 2," both stopped in Beijing last week on promotional tours.

Like Mr. Depp, other Hollywood stars who've lately made appearances in Beijing have also been keen to stress their affection for China. When Robert Downey Jr. visited last year for the opening of "Iron Man 3," he attempted to bond with Chinese audiences by noting that he practices Chinese traditional medicine and has his own Chinese doctor.

During the press briefing, the 51 year-old Mr. Depp entertained a gamut of questions from the Chinese media, ranging from "How do you maintain your acting skills?" to "Would you consider designing underwear?" (Mr. Depp said he hadn't previously considered underwear design, but that he thought he "could do a good job." He said he thought he'd be particularly skilled at designing women's shoes.)

Producers of "Transcendence" are hoping the film's futuristic storyline, in which a scientist tries to create a machine with human emotions and intelligence, will resonate with Chinese audiences. "It's totally conceivable that the next breakthroughs in artificial intelligence will come from China, so the story has a strong appeal and pull for Chinese audiences," said Dan Mintz, chief executive of Beijing-based DMG Entertainment, which financed and produced the film with Alcon Entertainment in Los Angeles.

The company is hoping to surpass their previous success with "Iron Man 3," a co-production with Walt Disney Co. that became China's second highest-grossing film last year, with 755.2 million yuan ($121.6 million) in box-office sales. To target the Chinese market, they're planning a 3-D version of "Transcendence" to be exclusively released in China, as well as a synced debut with the U.S. on April 18—a rare move, given high levels of concern about piracy among studios. DVDs made from in-theater videos frequently circulate the Chinese market and result in ticket losses.

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