NYU-LA
MOTION PICTURE MARKETING
ASSIGNMENT 1: WORLDWIDE MARKET POTENTIAL
DUE DATE: Tues October 12, 5:30PM
We discussed how movies are analyzed for box office potential through the use of comparative films.
Here is a simple example using a potential New Jackass Movie as an example:
1a) Using this example, what would a reasonable expectation of domestic Box Office performance
of a new Jackass Movie be (if Covid were not an issue for moviegoing)?
1b) What would a reasonable expectation for the International performance of a Jackass movie be?
Now I want you to apply this understanding to global marketing performance.
Global potential is one of the most important factors in the greenlight decision. Today, more than ever,
the international marketplace can make up for a dismal domestic performance, and films may be driven
by their international opportunities.
This assignment involves choosing a movie that opened in theaters in the past three to four years and
asking yourself the question, “why did the film’s worldwide gross breakdown as it did?” Make sure you
choose a movie where you can gather enough data (box office and marketing materials) to do the
assignment. Note that anything that opened too recently may not have finished playing or opened
worldwide yet, so you’ll need to go back a bit in time. (Avoid movies that opened during Covid as those
may have had truncated releases).
PART 1: Begin by determining the following:
1) How your film’s gross box office breaks down (as a percentage) between domestic (US &
Canada) and international (i.e. what the share/percentage of each is) and
Title Rating
Release
Year
Domestic
Box Office
In Million
$’s
International
Box Office In
Million $’s
Worldwide
Box Office In
Million $’s
Domestic Box
Office %
International
Box Office %
Dumb & Dumber to PG-13 1014 86.2 83.6 169.8 51% 49%
Bad Grandpa R 2013 102 49.8 151.8 67% 33%
Jackass 3D R 2010 117.2 54.4 171.6 68% 32%
Role Models R 2008 67.3 25.1 92.4 73% 27%
Jackass Number Two R 2006 72.8 11.8 84.6 86% 14%
Jackass the Movie R 2002 64.2 15.2 79.4 81% 19%
AVERAGE 85.0 40.0 124.9 71% 29%
New Jackass Type Movie
2) What did comparison films (to your selected film) gross in the domestic marketplace vs. the
international marketplace. Aim to choose at least 4-6 comparison films to see how similar films
break down. Determine similarity by assessing genre, cast, probable budget, audience, concept,
similar IP, and/or ultimate gross.
To do this exercise, take the total domestic gross and divide by the total worldwide gross to
get the domestic share (percentage), and then do the same with the international gross for the
international share (percentage). Note the examples below – two different films with very
different performance patterns.
Calculation is as follows: Dom BO + Int’l BO = WWBO
Dom BO/WW BO = Dom %
Int’l BO/WW BO = Int’l %
3) Then, using your comparison films, figure out what an average share would be for your movie.
Make sure you make a compelling argument and support why you chose the comparison films
you did (e.g., what elements genre, stars, similar source material, original IP vs branded IP,
similar release period, etc did you use to select your comps).
PART 2: Make a solid argument (supported with facts / data) on why you think your film performed
better either domestically or internationally versus the average you calculated in Part 1? Are there
any specific countries where the film performed exceptionally well? Why do you think that was the
case? (Was it the competitive landscape? Was this a property that was known in the territory? Or, was
it something else? Be sure to support any argument you make with data and references.)
PART 3: Finally, take a look at two different same medium advertising pieces (e.g., two trailers or two
TV spots or two posters), one for the domestic theatrical campaign and one from the international
campaign (either a country specific piece or an overall international piece), and explain the differences.
Why do you think the film was/wasn’t sold the same way? Use your findings from Part 2 to support
your argument. Be sure to include both a domestic and international piece.
In addition to the above, please make sure your paper includes the following:
• A table or chart showing the top international grosses by country and the domestic gross of your
film. Please create your own; do not just screen grab from a webpage.
• Make sure you briefly discuss the main sell of the campaign – genre, primary audience, story –
of both the domestic and international creative pieces you chose. Discuss how they differed
and why.
A complete paper will be four to five pages in length (12 pt double spaced), not including tables, charts
and references. Please make sure to clearly identify the creative pieces you are writing about; either
include an image in your paper or include URLs to any AV materials.
Film Dom BO Int’l BO WW BO Dom % Int’l %
Pitch Perfect 2 $ 184.3 $ 103.2 $ 287.5 64% 36%
Captain America: The Winter Soldier $ 259.8 $ 454.5 $ 714.3 36% 64%
$’s in Millions
Grades will be determined on how completely you address each of the objectives listed above, how
completely you support your arguments with historical data and facts, as well as your writing style and
document format (introduction, conclusion, grammar, research, etc.)