We’re already starting to see the results of Hollywood trying to acclimate itself to a stronger global box office. Developments in recent years have made it possible for American films to gross more in foreign markets than domestically. As a result American films are pursuing more universal story lines and are beginning to incorporate famous foreign actors and actresses in an attempt to have a more global appeal.
Last week, we found out that China would be getting a different cut of Iron Man 3 with extended scenes featuring Chinese actors Wang Xueqi and Fan Bingbing. Marvel worked in conjunction with Chinese production company DMG Entertainment to film the scenes, yet Xuegi and Bingbing only appear for about 10 seconds in the non-Chinese cut of the film.
DMG and the actors are unhappy about this as they believed the scenes would have more weight in Iron Man 3. Marvel is attempting to make amends by cutting the Iron Man 3 deleted scenes into a special short called The Prologue, which will be featured on the home video release of the film. So if you’re a purist, have no fear, you too can see the Chinese Iron Man 3 deleted scenes.
The effects of a globalized box office were further witnessed this past March when Paramount greenlit a sequel to Hansel and Gretel: Witch Hunters based on a strong overseas performance — and despite the film’s failure in the United States.
Expect to see more stories like this as Hollywood adjusts it’s model to appeal to larger markets than the United States. If this shows anything, it goes to show that American production companies still have a lot to learn in dealing with a more metropolitan audience. It also proves the relative infancy of operating procedure in this wider global box office.
SOURCE: First Showingby