"Mamma Mia!" dances to foreign box office success

The international marketing campaign, relying heavily on the worldwide popularity of the original musical, started before the film went into production.

"We presented the results of the stage show by territory to our staff, and even presented a video showing the audience reaction in theater to the musical around the world," Kosse said. "We started out targeting first the hardcore fans of the musical, then sold to ABBA fans, then romantic comedy fans, all the time emphasizing the comedy, the music and the universal story line."

The stage musical, created and executed by producer Judy Craymer, director Phyllida Lloyd, and writer Catherine Johnson, premiered in London in 1999, and has been performed in about 160 cities around the world in 11 different languages.

About 30 million people, representing more than $2 billion in earnings, are reported to have seen the stage show, which still is running side-by-side with the movie in several countries. In January, the stage rendering became the longest daily running show in the history of Russian theater and has established all sort of records from Broadway to Hong Kong. It has been hailed as the world's most-successful musical ever.

Universal's reported $52 million film production, carried out by the same creative team as the musical, premiered June 30 in London at the Odeon Leicester Square for a one week exclusive run, then opened wide July 3 in U.K. and other European countries July 10 before its July 18 U.S. bow.

Universal said at that time that it was launching the film overseas because it was "very much a Euro-based phenomenon with the music of Swedish rock band ABBA and the birth of the show as a smash hit in England."

With 16 more markets opening in the next two months and with the international run ending in January in Japan, a $400 million-$450 million foreign gross is not out of the realm of possibility, Kosse said.