Rebecca Davis editorWith the NBA still on the outs with China and Nike hit with Chinese backlash over Xinjiang, it might seem that “Space Jam: A New Legacy” has two serious fouls against its chances of entering the world’s largest film market.But signs indicate that Beijing may uniquely embrace the “Space Jam” star LeBron James in a way that could actually give the film an assist, despite China’s ongoing spat with the league and James’ lifetime Nike deal.The Malcolm D.
Lee-directed film debuted in U.S. cinemas and on HBO Max on July 16. If it ever releases, it will hit China at least a month later, significantly depressing returns.The NBA’s China troubles date back to 2019 when Houston Rockets general manager Daryl Morey tweeted in support.
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