Here is an interesting Variety article that describes how Hollywood studios market their films internationally. No doubt, this approach is used elsewhere, too. The article gives examples from several movies, the latest "Star Trek" movie, the most interesting.

In short, "Star Trek" can be presented as a space opera, a disaster movie, a romance...any way you want to fashion it to match the tastes of the target audience. The most amusing, due to the terminology used, is the "office ladies" spin in Japan. These working women go to movies alone after work in droves and are critical to a movie's success in Japan; thus "Star Trek" was spun as a romance in their ads and trailers, there.