The top ten markets of the world (Table 2.1) generate about $45 billion of film sales at retail level. (This table does not include the substantial but unquantifiable retail value of feature films shown on free Tv.) Europe, with sales of $12 billion, accounts for 26% of the total. Europe is thus a large and rich market, second only to North America in size. Producers of films with international distribution potential should be aware of this hierarchy: North America first, Europe second, Japan third.