“The Wolverine”: International Poster Means Business
by Brian Walton on December 13, 2012
There is no denying that the international market is just as, if not more important than domestic box office nowadays. How a film does in China, Russia and other foreign territories can make up 50% or more of a movie’s gross. Films like Iron Man 3, Looper and Battleship are being made in ways to appeal to international fans (and their capital investments). I mention Battleship specifically because while that movie was critically panned in the US and “bombed,” the film broke even on world box office alone. That “flop” made the studio a profit. And that’s why the Transformers film franchise will never be laid to rest. Even Legendary and Warner Bros.’ upcoming Pacific Rim is going to bask in the glow of having a very diverse international fan base. International sales are the reason so many summer blockbusters in the last 5-10 years were globetrotting affairs, to appeal to audiences outside of the US.
When the X-Men: First Class foreign market box office returns were better than the domestic, it was an easy sell for Fox to rush The Wolverine into production. The Wolverine going to Japan seemed like an inevitability, and now Fox saw how lucrative it could be. And this whole long diatribe about the importance of the international box office is basically so I can inform you The Wolverine got a new international poster that is just as classy as the US counterpart with a modern sensibility. The poster also has a motion version viewable here.
And here’s that original US poster with the stylized black and white art: