The United States has made a massive effort since the end of the Second World War to secure the dominance of its films in foreign markets - an achievement generally pushed home politically, by writing clauses into various treaties and aid packages.
I think that most successful artists - not always, but a lot of them, in any field - have business savvy as well and have some sense of marketing acumen. I think the key is to be good enough at it that it doesn't overwhelm your aesthetic interests, but have just enough that you make smart decisions.