Here’s the deal Deadpool (DP) fans. It broke every domestic record, possible. It’s the BIGGEST Feb opening EVER, the BIGGEST R rated flick opening EVER & the BIGGEST 4 day Prez’s Day box office EVER! (whatever that means). Given its $132.4M 3 day wknd opening, (& its very strong 2nd wknd) how can anybody possibly call it a FLOP, A FAILURE or a FIASCO when it comes to $$? EXACTLY! Well, guess what fans of Marvel, of mayhem, of muck and yes of MONEY, it did NOT make the grade at the Frgn Box Office. Today, the Global Box is generally about 2/3± Frgn. At the Frgn Box, (on opening weekend) DP polled a disastrously downward draft of $$ at $132.2M. WHAT A DUD! It ONLY did 49.96% of its Global Box, overseas. (As of 2/22/16 Frgn Box has risen to $256.5M and it is now 52.1% of the $491.9M Global Box.) So, what’s the problem movie fans? Given help from comparisons with The Force Awakens (FA), we shall learn.

T-1: The Force Awakens vs Deadpool Opening Wknd


Deadpool (DP) FA vs DP % ∆ FA TOT Box by Country
UK $50.69M $19.92M +255% $176.22M
Russia $12.40M $12.20M +2% $23.82M
Australia $12.60M $10.63M +18% $65.82M
France $21.38M $9.45M +126% $82.11M
Germany $27.23M $7.06M +286% $107.80M
Taiwan $1.88M $8.19M -44% $6.45M
Mexico $8.12M $7.14M +14% $27.47M
Brazil $8.16M $6.37M +28% $27.98M
Philippines $3.97M $3.08M +29% $8.16M
Thailand $1.63M $2.60M -37% $4.46M
Total $148.06M $86.64M +71% $530.29M


T-1 (above) teaches us that DP is NO FA. We present the TOP 10 DP’s Frgn Openings for your study. For openers, DP’s TOP 10 Frgn Openers were out boxed by FA by more than 70%. But, wait a minute, where’s China? It must NOT have opened at the same time as Taiwan did b/c Taiwan’s 8.2 M is already in the bank. And, where’s Japan? (Always a Top 2 or 3 nation for US flicks). Hmm, DP doesn’t open till June in the “Land of the Rising Sun”. Where’s China? China did what? Indeed, DP was DOA in China. The land of the Great Wall banned this R rated Marvel flick b/c of “too much graphic violence!” WHAT? C’MON! We promise you this China ban is less about “graphic violence” and more about keeping local movies selling! We’re told by Scott Mendelban of Forbes that “if China continues to fill its” theaters with “local smash hits” such as Monkey King 2, Dragon Blade, and Monster Hunt, then “American imports will be” DOA! (We estimate DP would have opened in China to $8-$10 M and finally boxed $25 M-$40 M whereas the FA opened to $52 M+ and finally boxed $125 M) W/O China, Deadpool will NOT do $1B globally. With a domestic opening of $132 M+ DP should finally box b/t $400 M & 435 M domestically. 52% of the Total Frgn Box would be $452±. The final Global Box will be $975 M±. Yes, DP will NOT come close to a Frgn Box that is 2/3 of the Global Box. Let’s be real movie fans, domestically or overseas DP’s blood, profanity, sex and graphic violence are “so whats”. By the way in case you missed it DP is no FA that did $2 B Globally. It’s a comedy and US comedies do much less well than action flicks, than adventure movies and than excellent animations do! Comedies need cultural interpretation. (Did we say that Deadpool is NO The Force Awakens? Just for information’s sake, the production cost for DP was $58M & FA’s was $200M)

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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