While the USS Enterprise has yet to conquer foreign galaxies, it is starting to pick up speed overseas.
Playing in seven foreign markets this weekend, J.J. Abrams' "
The movie needs to fare well abroad if it is to become a hit, because the film cost
Realizing it had to boost its overseas ticket sales on the
"Traditionally, the 'Star Trek' TV show was known for its lower-budget visual effects, and the international audience in the past didn't connect to it," Rob Moore, Paramount's vice chairman, said on Sunday. "Now the movie has a great combination of humanity and action that foreign markets can embrace."
Moore added that in Mexico — where "Star Trek" has "traditionally not been good at all" — weekend business nearly tripled from 2009, indicating not just that the local marketplace has grown in recent years but that "the franchise is finding a new audience."
[Updated, 4:31 p.m.: A previous version of this post said Rob Moore's title was vice president of Paramount. He is actually vice chairman of Paramount.]