How Star Trek Was Sold Around The World

J.J. Abrams' Star Trek reboot is the most successful Trek movie ever internationally... but is that because international audiences didn't know what they were going to see? In different countries, targeted publicity tries to make Trek into different movies.

Variety reported on the variations in Trek marketing for different regions:

In Mexico and Russia, for example, the pic's poster features a huge column of fire coming down from the sky near the Golden Gate Bridge. In other territories where human drama is the appeal, the character of Captain Kirk was featured front and center, flanked by the characters of Spock and Uhura.

In Japan, the romance in a film is always played up, even when it's a big tentpole like "Star Trek, since the demo known as "office ladies" is considered crucial to a film's performance. (That's why Sony's campaigns for "Spider-Man" always featured the characters of Peter Parker and Mary Jane Watson.)

"These women in Japan are between 20 and 40 years old, and they go to the movies by themselves, after work. That's why a movie like 'Titanic' goes bananas. These office ladies are the holy grail," one international marketing exec says.
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