The Kingsman 2 Tailor Shop Experience

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So I was visiting my local shopping mall, Raffles City, and outside I was surprised to see and confused to understand there had been a new building entirely built to promote Kingsman: The Golden Circle.  It is a replica of the tailor shop from the film.  Fans can walk inside and take photos, and also immerse themselves in a "bullet time" experience  I didn't try that.  It was guarded at the time I walked by.  I think they may have also been able to buy merchandise.  I just think this is one of the best examples of going above and beyond with movie marketing that I have seen.  Extreme confidence in a film, enough to build a whole new building to promote it!  It will be there for about a month.  It seems that this is a one-off, and other temporary buildings are not erected in other malls or cities around China, so I feel very lucky to catch it here in Shenzhen.  Let's hope this continues with future releases.


Kingsman: The Golden Circle only managed to make around $70m in China (according to EntGroup, though Box Office Mojo has it at $116m), which is not a great deal so it is very surprising to see such marketing for the film as the first didn't exactly breakout either ($75m back in April 2015).  I suppose they may have thought it was in store for an uptick like Wolf Warriors 2.  Still, seems like a big risk.  Anyway, that doesn't matter anymore because it happened and it was a film fan's paradise.

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