This article records tradition as it has been passed down and reported. Its sources are not yet part of the atlas's verified catalogue.
Confucius opened in Chinese cinemas on 28 January 2010, into direct competition with the single biggest film event the country's box office had ever seen. James Cameron's Avatar had been playing to sold out houses for weeks, and in mid-January, in the days before Confucius arrived, roughly 1,600 of its two dimensional theatrical screens were pulled to make way for the new, domestically produced, government-supported biopic. Avatar kept a smaller footprint of 900 three dimensional screens, which alone still generated well over half its Chinese earnings.
Officials described the reallocation as an ordinary commercial scheduling decision. Very few observers, in China or abroad, read it that way. A state-backed film about a canonical Chinese philosopher, opening on a record 2,500 screens, arriving just as the market's biggest earner was cleared out of theaters it still had audiences for, looked to most commentators like exactly what critics called it: an attempt to use administrative power to manufacture box office success for a project carrying the state's own cultural and nationalist priorities.
It did not work. Confucius took in roughly 38 million yuan over its opening weekend, about a third of what Avatar had been earning in the same market, and the disparity in daily ticket sales was stark enough that authorities reversed course within days, restoring Avatar to some of its lost two dimensional screens. The film that was meant to demonstrate the durable appeal of Confucian values instead demonstrated, in the most literal box office terms available, that an audience given a choice preferred something else. Confucius went on to earn about 18.6 million dollars worldwide, a result its state backing had been specifically built to avoid.