April 25, 2013

SUMMER BOXOFFICE BEGINS: “Iron Man 3” Starts Its Foreign Campaign


You might think we’re still a week away from the beginning of the summer movie season, but if you were overseas, you’d be wrong.  IRON MAN 3 (Disney) has already started its run in a dozen foreign territories, and by this weekend will be playing in 80% of the world (with China, as well as the US, joining the party on May 3, which will leave Russia as the only major territory lagging behind).  The results so far?  $13.2M, which included the highest opening days ever in the Phillipines and Taiwan, as well as the biggest opening of the year in Italy, and results above Iron Man 2 (but below The Avengers) in Australia and France.

The numbers to watch this weekend:  Iron 2 made $100M in its opening weekend in a similar overseas release pattern (but without 3D ticket prices), while The Avengers had a humongous $185.1M opening, and that was in only 70% of foreign territories.  Iron 3 probably can’t hope to touch the latter number, but certainly aims to beat Iron 2.


About the Author

Mitch Salem
MITCH SALEM has worked on the business side of the entertainment industry for 20 years, as a senior business affairs executive and attorney for such companies as NBC, ABC, USA, Syfy, Bravo, and BermanBraun Productions, and before that, at the NY law firm of Weil, Gotshal & Manges. During all that, he has more or less constantly been going to the movies and watching TV, and writing about both since the 1980s. His film reviews also currently appear on and In addition, he is co-writer of an episode of the television series "Felicity."