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Snake Eyes Is The Next ‘xXx’ on China Box office $600K

Masroor Alam
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China Box Office: ‘Snake Eyes’ Is Not The Next ‘xXx’ With $600K Friday

Snake Eyes was, in the best of times, always going to play like xXx: The Return of Xander Cage, but without the Vin Diesel sequel’s massive Chinese grosses.


Snake eye - xxx

Paramount PGRE +4.6% and Hasbro’s HAS +1.2% Snake Eyes were never going to break out. The $88 million flicks were never going to be a hit, not with interest in G.I. Joe as a cinematic franchise almost non-existent and little-to-no interest in a prequel/origin story which (sure enough) only let Henry Golding become the Snake Eyes we know and love in the final moments. That Paramount swapped it out for Top Gun: Maverick (before moving that film from November 2021 to May 2022) meant they clearly knew which one should be held until conditions improved.


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At best, the $88 million release (which earned $28 million domestic and $38 million worldwide this summer) would have performed like Vin Diesel’s xXx: The Return of Xander Cage, which earned $45 million domestic and $182 million worldwide sans-China on an $85 million budget. However, with $600,000 on its first FridaySnake Eyes won’t replicate xXx 3’s face-saving Chinese grosses. The surprisingly enjoyable xXx 3 earned a stunning $164 million in China for a good-enough $385 million global cume, making it one of the few big-budget Hollywood movies to go from a flop to a hit purely from the overwhelming Chinese box office.


The notion of China “saving” a failed Hollywood tentpole is mostly a fantasy, both because studios often only get back 25% of the grosses and because most big Hollywood flicks that perform well in China are the same ones that perform well worldwide. Sure, Warcraft earned $47 million domestic but $218 million in China, but it was massively frontloaded in China (they didn’t like it any more than we did) and still ended up with a not-good-enough $430 million worldwide on a $165 million budget.


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