"Star Trek": In the U.S., a one-sheet featuring the U.S.S. Enterprise was enough. But Paramount also had to interest overseas auds that haven't warmed to the franchise in the past. So the studio circumnavigated the globe with splashy premieres, some before the movie's U.S. debut, including the worldwide preem in Australia.
And while the film is a reboot of a popular sci-fi franchise, that isn't the way it was sold in other territories.
In Mexico and Russia, for example, the pic's poster features a huge column of fire coming down from the sky near the Golden Gate Bridge. In other territories where human drama is the appeal, the character of Captain Kirk was featured front and center, flanked by the characters of Spock and Uhura.
In Japan, the romance in a film is always played up, even when it's a big tentpole like "Star Trek, since the demo known as "office ladies" is considered crucial to a film's performance. (That's why Sony's campaigns for "Spider-Man" always featured the characters of Peter Parker and Mary Jane Watson.)
