Variety reports that Paramount Pictures is going all-out with publicity for their new STAR TREK film, which opens tomorrow evening. In particular, there has been a big promotional push overseas, where the previous films have not done particularly well. Typically, big franchises earn hafl their revenues – or more – internationally, but the biggest grossing TREK film, STAR TREK IV: THE VOYAGE HOME, earned only $23.3-million overseas – less than a quarter of its North American gross, $109.7-million.
In addition to a huge domestic push, Paramount has launched perhaps the biggest international publicity campaign in its history for “Star Trek,” directed by J.J. Abrams and toplining Chris Pine and Zachary Quinto. Script was penned by Roberto Orci and Alex Kurtzman.
Par has held premieres for “Star Trek” in Australia, London, Germany and the U.S. There was to have been a premiere in Mexico this week, but it was called off because of the flu outbreak. Next week, there will be a premiere in Japan.
There also have been a number of junkets and pre-release screening, including Austria, New Zealand, Belgium, Holland and Madrid. Also, Abrams traveled to Kuwait to host a screening for U.S. troops.
The article states that the new STAR TREK will need to earn at least $100-million in foreign markets if the big-budget film is to be a success.
In terms of “Star Trek’s” opening weekend gross, Par insiders are predicting $50 million to $60 million domestically, and $25 million to $30 million [overseas]. Rivals agree. Tracking shows younger demos less interested than adults, although the numbers are picking up for the under 18 crowd.
Advance ticket sales for domestic runs surged Tuesday, with 87 Imax shows alone selling out.
Par’s task has been to convince a younger generation that this isn’t the “Star Trek” of old, but a new, pumped-up version with a young cast and state-of-the-art special effects.