Why Did ‘Three Kingdoms: The Beginning’ Leave Cinemas Despite Strong Reviews?

Dragon Media News Desk

The Chinese historical animated film “Three Kingdoms: The Beginning” has temporarily ended its initial theatrical run despite receiving positive audience feedback and strong ratings. Its production team has announced that the film will return to cinemas at a more suitable time.

According to Global Times, the film had earned 82.7 million yuan by the time the withdrawal decision was announced. Released on July 10, it received a rating of 8.1 out of 10 on the Chinese review platform Douban. Despite the favourable response, the production team said the film had failed to secure enough screens and reach its expected audience.

Nearly 1,000 people worked on the production over a period of three years. The filmmakers said the initial run was being ended to respect the team’s long effort and to ensure that audiences interested in the film would eventually have a better opportunity to see it. They noted that current market conditions did not provide sufficient access for potential viewers.

The production also introduced an unusual promotional campaign in an effort to attract audiences. Viewers who purchased tickets after July 17 were offered a refund if they disliked the film and submitted the required proof. The “refund if unsatisfied” initiative reflected the filmmakers’ confidence in the production, but it was unable to reverse the declining number of screens or mounting commercial pressure.

Produced by Beijing-based Light Chaser Animation, the film explores the early lives of Cao Cao and Yuan Shao during the final period of the Eastern Han Dynasty. Their political ambitions, personal choices and growing rivalry, before they became two of the most influential figures in Chinese history, form the core of the story.

According to Xinhua, the production team led by director Xie Junwei conducted research at archaeological and historical sites, including the ruins of the Eastern Han imperial palace in Luoyang, Henan Province. Cao Cao’s armour and accessories were designed with reference to artefacts recovered from his tomb, while dance scenes drew inspiration from stone reliefs preserved at the Henan Museum.

The film, however, entered cinemas during one of China’s most competitive periods of the year. More than 120 domestic and foreign films are expected to be released during the summer season. Major commercial productions have secured a large share of screens and audience attention, making it difficult for a mid-budget historical animation to establish its own viewer base.

Light Chaser Animation President Yu Zhou has said that international distribution is moving forward and that preparations are under way to bring the film to overseas audiences. The studio’s productions have already been released in dozens of countries and regions over the past decade.

“Three Kingdoms: The Beginning” is the first instalment of a planned trilogy, with the second film currently targeted for release in the summer of 2028.

The film’s temporary withdrawal does not necessarily indicate weakness in its subject matter or production quality. Instead, it highlights the reality of China’s vast but highly competitive film market, where strong reviews, cultural depth and major technical effort still require the right release window, sufficient screen allocation and an effective marketing strategy to achieve commercial success.