Magazine article Variety

It's a MAD, MAD, MAD AD WORLD

Magazine article Variety

It's a MAD, MAD, MAD AD WORLD

Article excerpt

A picture may be worth a thousand words, but overseas, a twist is worth a few more, as studios entice international moviegoers to head to the local megaplex. Variety looks at what strategies the majors have taken in various markets to promote every thing from family movies like "The Smurfs" to upcoming actioners like "G.I. Joe: Retaliation."

- Marc Gräser

G.I. JOE: RETALIATION

'Rock' in a hard place

Dwayne "The Rock" Johnson may be a big name in the U.S., but the action star still pales in popularity when it comes to Bruce Willis. In many versions of the overseas posters for the "G.I. Joe" sequel, Willis is presented as the main star, as is seen in these one-shots from Brazil, Russia and Japan.

THE AVENGERS

Enter the dragon

Marvel and Disney's main group-shot poster of the heroes in "The Avengers" was the same worldwide, except in Japan, where the burning Quinjet in the sky is replaced with the more dragon-like flying creatures of the villainous Chitauri to better appeal to local auds.

Peeling back the layers

Because "The Avengers" is the same name of the iconic British TV show of the 1960s, featuring the adventures of John Steed and Emma Peel, Marvel and Disney changed the name of its superhero pic to "Avengers Assemble" in the U. …

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