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Crazy Rich Asians on course to recoup film production costs in less than a week

The film based on Singapore’s glitterati Crazy Rich Asians is rapidly becoming a phenomenon, with the movie on course to recoup its full US$30 million production budget in less than a week after opening in cinemas in the United States.

Figures revealed by Ad Age suggest that the romantic comedy had made almost US$30 million in its first five days in US film theatres alone. The article predicts revenue of US$35 million by Sunday night as moviegoers tap into the buzz building around the Warner Bros. film directed by Jon M. Chu.

The production’s official trailer has already been viewed more than 11.4 million times on YouTube , while the movie’s Facebook page has almost 50,000 followers.

Based on the best-selling 2013 book of the same name, it is the first Hollywood release featuring an all-Asian cast since The Joy Luck Club back in 1993.

Explaining the plot, the Singapore Tourism Board – which is backing the film as a marketing tool to drive overseas visitors to the Lion City – said it “follows New Yorker Rachel as she accompanies her long-time boyfriend, Nick, to his best friend’s wedding in Singapore, where she learns that Nick is not only the scion of one of the country’s wealthiest families but one of its most sought-after bachelors”.

The STB added: “Being on Nick’s arm puts a target on Rachel’s back, with jealous socialites and Nick’s own disapproving mother taking aim. It soon becomes clear that the only thing crazier than love is family – this funny and romantic story is sure to ring true for audiences everywhere.

“As a global metropolis filled with a trove of lifestyle offerings, Singapore is the perfect destination to gain your own rewarding experiences. Take a page from Crazy Rich Asians, and enrich yourself with the wealth of activities the city has to offer through the eyes of its Singaporean cast.”

Last weekend though Warner Bros. was forced to apologise for causing embarrassment to Singapore when an STB promo board at the movie premiere in Los Angeles appeared to spell the country’s name as ‘Sincapore’.

Letters were also missing from the STB’s marketing tagline ‘Passion made Possible’. They had apparently melted and fallen from the board due to hot weather in LA.

Meanwhile, this week a film by the Hong Kong-based South China Morning Post titled ‘Where the real crazy rich Asians of Singapore hang out’ was mocked by local title Mothership for its depiction of life here.

Among those starring in Crazy Rich Asians are Constance Wu, Henry Golding, Gemma Chan, Lisa Lu and Awkwafina as well as Ken Jeong, Michelle Yeoh, Sonoya Mizuno, Chris Pang, Jimmy O. Yang, Ronny Chieng, Remy Hii, and Nico Santos.

The film will be distributed worldwide and opens in Singapore on August 22.

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