WHEN Bi Gan’s latest drama premiered at Cannes in May 2018, critics were quick to praise its challenging, languorous narrative about a man returning to his home town in search of a former flame, as well as the ambitious single-take, hour-long dream sequence and a shorter section in 3-D.

Early box-office projections anticipated a modest increase on the takings for Bi’s previous film, “Kaili Blues,” about two depressed rural doctors. Yet “A Long Day’s Journey Into Night” took US$38 million in China on its opening night Dec. 31, beating the likes of “Venom.”

This was thanks to an artful marketing campaign that timed screenings to end on the stroke of midnight, and encouraged audience members to lock lips in the final scene, mirroring the protagonists.

The movie’s Chinese title is translated as “Last Night on Earth.” As Variety reports, a campaign suggested the film (which has no connection to the classic Eugene O’Neill play) was the perfect first-date film, with promotional messaging playing on the film’s Chinese title to ask potential viewers: “Do you know what kind of sweet talk you’ll use to invite someone to the last film of 2018, ‘The Last Night on Earth?’”

Some US$15 million of tickets were pre-sold, with many spots fully booked and cinemas hosting more screenings to cater to demand.

But a backlash is spreading after many audience members said they felt short-changed by the film, and cheated into believing it was a much more romantic movie. Some felt angered by what they suspected was cultural snobbery at play. One moviegoer wrote a comment on Weibo: “We’re just unable to understand the movie.”

Many reported mass walkouts during the film, as well as multiple audience members nodding off as Bi’s dense drama unfolded. The film currently has a 2.8 out of 10 rating on Chinese movie website Maoyan.

Word of mouth proved so negative that takings fell to US$1.5 million on the film’s second day of release. Bi, 29, defended the campaign for his second feature, explaining he hoped many audience members would feel their cinematic horizons had been expanded.

“I am from a fourth-, fifth-tier city. Are you saying that people there should only watch easy movies? I’ve never believed that, although I don’t necessarily think that they’ll like my movie,” said Bi.(SD-Agencies)