European Stars and Stripes (Newspaper) - September 9, 1990, Darmstadt, Hesse                                Chasing Money Hollywood caters to foreign tastes Geraldine Fabrikant new York times the rapid growth of foreign markets is affecting the Way Hollywood produces and distributes its films influencing which movies get made and who stars in them. Warner Brothers made the third fourth and fifth sequels to its police Academy comedy partly because the first two films had been a Success abroad even though american interest seemed to Wane after the first picture. By contrast it took months to find a studio to make the 1989 Oscar Winner for Best picture driving miss Daisy partly because of concerns the Story of an elderly jewish Southern woman and her Black Driver and the absence of internationally known actors would have Little Appeal overseas. And nowadays overseas Appeal translates into dollars. Last year the top seven american studios had revenues from film rentals of $3.13 billion 43 percent of which came from overseas. Five years earlier foreign business accounted for Only 33 percent of worldwide rentals. Quot american movies that do not travel Are getting More difficult to make Quot said Terry Semel the president of Warner Brothers. To be sure each foreign Market still has its own treacherous characteristics and there Are no prescriptions for global Success. Few people would have guessed for example that who framed Roger Rabbit would be come one of the biggest film hits Ever in Italy or that dead poets society which did Well in the United states would also succeed grandly around the world. But some formulas and stars seem to fare better than others abroad. Adventure films and comedies with visual humor seem to have a ready Market almost everywhere. Carol co pictures was Able to raise about $60 million to make total recall because it is an action film and Arnold Schwarzenegger is an International Star. Similarly Warner Brothers had no qualms about producing lethal weapon or its sequel both starring Mel Gibson. The movie twins a comedy about two unlikely twins Schwarzenegger and Danny Devito separated at birth did Well overseas because the concept was simple. But comedies such As Uncle Buck about a couple who leave their children in the care of a wayward brother and National lampoons Christmas vacation were much More verbal and american oriented and thus fared far worse overseas Industry experts say. The growing importance of overseas revenues from Heaters to videocassettes and pay television helps explain Why certain stars with International Appeal a Gibson Schwarzenegger Sylvester Stallone Tom cruise Sean Connery and Eddie Murphy a Are thought to command the highest salaries in Hollywood. It is also increasing the Worth of lesser known actors such As Mickey Rourke whose films 9 i weeks Angel heart and Johnny handsome have been hits abroad but not at Home. But other american stars including Tom Hanks Michael Keaton and John Candy have not fared As Well abroad several Industry experts say. And they note there is not a woman who is As big a Star in terms of Box office Appeal As Schwarzenegger. Foreign Money in Hollywood the top seven american studios earned $3.13 billion in film rentals in1989, 43% of that came from overseas. Percent of revenues from overseas 43% 1984 1989 a amps Sharon Kilday even when the films and their stars have Appeal their Success can be limited particularly in Europe because Many movie Heaters there Are outdated. So american entertainment companies including time Warner Paramount and Universal Are investing in new Heaters in Britain on the continent and in the soviet Union. The Market for television programming has also expanded As More stations have been licensed abroad and Many that were state owned have been put into private hands. With Many Heaters being built abroad and Eastern Europe opening up the foreign Market is expected to continue its rapid growth. Indeed movies and television programs keep the . Trade deficit from growing even larger. The . Competes with the japanese in computers and the europeans in aircraft but Quot no one else can make films with the production values of american movies Quot said Rene Bonnell who buys films for canal plus a French pay television service. Of course Hollywood executives still base their decisions primarily on whether they like a film and its chances in he United states. Quot first second third fourth and fifth i ask myself is it a Good movie Quot said Jeff Katzenberg chairman of Walt Disney studios. Tri Star pict Iob above Arnold Schwarzenegger a favorite among foreign film audiences flees from strangers in a total  Bill Hoskins and baby Herman in lower photo and the rest of the a who framed Roger Rabbit cast were a big hit in Italy. Touchstone picture sunday september 9,1990 to plus c Page 3