Disney’s Marvel studio produced two versions of the
2013 box office hit Iron Man 3. One version of the film
was produced for general release, and another version
specifically targeted the 1.3 billion Chinese that make
up the second-largest film market in the world. This
version included bonus footage in Beijing and guest
appearances by Chinese movie stars. Iron Man 3
grossed roughly 70 percent of its box office sales overseas,
or almost $700 million. Other studios are also
realizing the significance of the Chinese market. Movies
such as the latest James Bond film Skyfall, Men
in Black 3, Pirates of the Caribbean: At World’s End,
and Mission Impossible 3 have all been edited so they
would be permitted to screen in China.
Globalization also puts pressure on the pay of Hollywood
stars. Given the importance of international audiences
and the availability of foreign stars and movies,
the days are over when stars like Tom Hanks, Eddie
Murphy, and Julia Roberts could demand 20 percent
royalties on total ticket sales. 2
Disney’s Marvel studio produced two versions of the2013 box office hit Iron Man 3. One version of the filmwas produced for general release, and another versionspecifically targeted the 1.3 billion Chinese that makeup the second-largest film market in the world. Thisversion included bonus footage in Beijing and guestappearances by Chinese movie stars. Iron Man 3grossed roughly 70 percent of its box office sales overseas,or almost $700 million. Other studios are alsorealizing the significance of the Chinese market. Moviessuch as the latest James Bond film Skyfall, Menin Black 3, Pirates of the Caribbean: At World’s End,and Mission Impossible 3 have all been edited so theywould be permitted to screen in China.Globalization also puts pressure on the pay of Hollywoodstars. Given the importance of international audiencesand the availability of foreign stars and movies,the days are over when stars like Tom Hanks, EddieMurphy, and Julia Roberts could demand 20 percentroyalties on total ticket sales. 2
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