'The Hunger Games' To Screen In China

In a somewhat surprising move given the film's subtext, "The Hunger Games" will screen in China but without the popular IMAX format.

Lionsgate co-COO Joe Drake confirmed the international release to The Hollywood Reporter, adding it to the rare 20-or-so yearly films that the Chinese government's authority approves for release. He explained that it won't receive an IMAX screening because IMAX carries an agreement with an unnamed rival studio that prevents it.

Drake also talked about what he called an "aggressive" merchandising licensing and promotion campaign, led by Striker Entertainment, the firm that also handles the same duties representing the "Twilight" franchise.

There, anti-Twi-hards. You now know where to send the hate mail. You're very welcome.

"We have the same A-team on board," Drake said.

"With their guidance, we will be strong in specialty stores, be very present, but not over-push merchandise going into the theatrical release. We were able to carve very favorable deals. Not only did we sell the title well, to help mitigate some risk, but we have enormous upside."

The studio could use the big release. It posted a $24-million Q2 2011 loss in part because "Conan The Barbarian," "Warrior" and "Abduction" all performed poorly financially, though "Warrior" received strong reviews.

It's not like Warner Bros. couldn't use a new major cash-cow either. With early talk having the series of Suzanne Collins trilogy of novels adapted into a possible four films, "The Hunger Games" could be poised to become the distributor's successor to the soon-ending series of Christopher Nolan-directed "Batman" films concluding with next year's "The Dark Knight Rises" and the concluded anthology of eight "Harry Potter" films.

Stateside, "The Hunger Games" arrives in theaters March 23, 2012.