Today I rambled around the DreamWorks Animation campus ... and an employee shared his views on the performance of Monsters Vs. Aliens.
Me: MvA is doing pretty well, isn't it?
DreamWorker: Oh, it's done really well domestically. Better than Madagascar II, and they're happy about that. But the studio's been disappointed how the picture's done overseas. It's underperformed compared to Madagascar and Kung Fu Panda.
Me: Why do you think that is?
DreamWorker: It's very American. The girl's American, an American go-getter. There's the U.S. military, the President. And it's set in San Francisco. I don't think foreign audiences are tuned into those kinds of things, it's too U.S. of A ...
As I listened to what he said, I thought: Yeah, makes sense. Why didn't I think of that?" And the more I turned it around in my head, the more compelling the explanation became, because there's a lot of circumstantial evidence to support it. Just look right here:
Kung Fu Panda
Domestic gross $215,454,591
domestic 34.1%; foreign 65.9%
Worldwide gross: $631,908,951
Madagascar: Escape 2 Africa
Domestic gross: $180,010,950
domestic 30.3%; foreign 69.7%
Worldwide gross: $594,889,020
Monsters Vs. Aliens
Domestic gross: $187,151,273
domestic 56.7%; foreign 43.3%
Worldwide gross: $330,151,273
The percentages are pretty compelling, don't you think? A 30/60 split for the previous two features, but a 55/44 split for the present release.
The DreamWorker's explanation makes sense to me.
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25 comments:
That's tellin' em, Steve!
It's just like I've always said. The foreign countries just don't get animation like America does. People are always amazed at how many countries I've visited, and believe me, if those foreigners knew how much care and work are put into American comic books and animation, they'd flip their lid!
I've worked in radio, and so I know how much big moolah they put into their advertising. Shazoom! I'll bet Dreamworks would see a big change in their fortunes if they started advertising on radio in foreign countries.
In some of the first screenings they showed us of MVA, the story included the monsters and aliens battling in international cities such as Paris.
Had this occurred, the film wouldve had a more international feel and attract a more international audience.
So why didn't this happen? There just wasn't enough artists to handle the complexity (more models, more characters, more garments.) In fact some of the departments today are now twice the size they were during the height of MVA production. Having the talent ready gives the writers they ability to add more complexity to the film.
Exactly right, Anonymous! I've always suspected Dreamworks just doesn't have the people! And the execs never know what to do with em!
One thing I can't understand is that the movie is about aliens, but they didn't advertise in the paranormal investigator community. I've worked with the best paranormal investigators in the world, and none of them even heard of this movie!
You better believe that if Dreamworks had mobilized the UFO-research communities that I traffic in, they woulda see boxoffice outta the stratosphere! All of them are big fans of animation, I bet I could get some of them to comment here on the site about some REAL monsters and aliens.
"It's just like I've always said. The foreign countries just don't get animation like America does. People are always amazed at how many countries I've visited, and believe me, if those foreigners knew how much care and work are put into American comic books and animation, they'd flip their lid!"
As a Foreigner I can asure you that we definiately "get" animation as Americans do, and we put in at least as much care and work into our own animation and comic books. It's a case of not all of the rest of the world is as interested in seeing a very American story about Americans doing American things as much as Americans are. :)
Foreigner's don't "get" animation? I guess that's why "UP" just OPENED the Cannes Film Festival to roaring approval!
Can someone in the know enlighten me to what the meta-joke is in these lunatic "Greg B" posts? It reads like someone's off his meds to me.
Are you KIDDING ME? You're not getting enough Riley Martin....
http://www.rileymartin.com/
But I thought Mr. B's comments were HI-LARIOUS!
Anyone else notice Jeffery K. keeps a Riley Martin symbol in his office? I'm not even kidding.
That explains DW success.
Back in the comment sections of several posts about MvA, people already stated why it won't crack $400M (or just barely over, but not likely) for the same reason Bolt couldn't pass $300M or Cars couldn't pass $500M. Too US of A.
The films that do best oversea usually international (Finding Nemo, Lion King, Kung Fu Panda, Ratatouille) or universal (Shrek, Ice Age) enough for the foreign audience.
Hey Greg B:
Why don't you go to a stand up comedy bar somewhere and try your "hilarious" routine there...I'm sure someone will laugh...
R.
I don't understand the hostility being directed at me.
Greg B is great. He's just what this blog needs.
Thank you Anonymous.
For the record, I've posted for many years at Animation Nation, and everyone there seems to like my posts just fine.
That's because no one saw them. No one visits that site except the owner.
LOL...Greg B is the 2nd biggest reason all the pros have fled AN...what doofus.
How long before he stinks up this site....looks like he's already doing it.
On the plus side he might just be the casue for turning this into a Guild Member only site.
"everyone there"?
You don't have to post something wildly expostulating on all the topics here. It just makes you look ridiculous. Try toning it down a bit.
Speaking as someone from Europe, we don't have a bias against American-set stories. Being set in the U.S. (and usually either NY or SF/LA) doesn't stop imported TV shows from being successful.
Do we appreciate it when American filmmakers take on our culture(s) in a non-mocking manner? Naturally. Hence why the French went nuts over RATATOUILLE.
What we don't like is when the over-the-top patriotism/"U.S. is the best"/"U S A" stance displayed in American movies becomes obnoxious, as it sometimes does. Which is why it's likely a good move, financially, that the new G.I. JOE team is international.
Otherwise, though, American-set movies and shows aren't at a disadvantage.
No, what I think really impairs MVA's box office chances internationally is the concept. I don't know how well the movie is going to do in Japan, I'm guessing pretty good. But as for Europe? That whole B-movie creature nostalgia? Not our thing.
I'm really curious about UP, though. Old people don't really go to the cinema in Europe, at least not around where I live. But this film might just bring them in (and not just with their grandchildren). An entire untapped market with lots of disposable income!
"For the record, I've posted for many years at Animation Nation, and everyone there seems to like my posts just fine."------
Uh .... NO.
I'm really curious about UP, though. Old people don't really go to the cinema in Europe, at least not around where I live. But this film might just bring them in (and not just with their grandchildren). An entire untapped market with lots of disposable income!
They have to know about it first. I think targeting those particular audience is a hard thing to do and not Disney's intention at all, age and mobility and everything. Maybe, just maybe, some parents will bring along the whole family to the film and only in that case the seniors will see the film at the cinema. Lots of them just wait for the DVD though.
Don't be hard on Greg. He can be entertaining in some strange way.
Greg, AN has taken such a dive over the years. Very little people care about that site anymore. It isn't because of you though.
However, I think the problems some people have with you. (Or maybe I'm projecting my own feelings.) The constant mention of irrelevant radio mumbo jumbo. Your flaunting all of these associations to people that are absolute nobodies, even in the radio industry. And the people in animation? They could care less. It makes you look silly. Although I haven't seen it recently (yes, I still go to AN occasionally), you've done the same thing with all your so-called financial contacts. It is all so far fetched and seems nothing more than ramblings.
I find your postings amusing. Probably for the same reasons I find them annoying. I'd like you to keep posting, but I'd tone down the radio rhetoric. It just seems like name dropping and experience dropping that is totally irrelevant to the conversations.
personally, I think Monsters should do very bad, and I don't understand why it's doing well in US. the main character and all the human characters look horrible and the story isn't too good...
That explanation is complete baloney. It's not a very good film, and it has shallow characters that audiences had a hard time identifying with.
It's that simple.
That logic would have rendered "The Lion King" a flop in the U.S. because it was set in Africa. Or "Finding Nemo" a flop because it was set in the ocean.
Complete bunk.
Sounds like something little jeff katzemburg would blame it on.
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