Universal Pictures, a film studio in need of a rebound, is hoping that the growing international popularity of basketball - and the allure of one of its greatest stars, LeBron James - will help it improve its fortunes at the box office.

After delivering record profits in 2007 and 2008, Universal has lost market share in the first nine months of 2009, according to Box Office Mojo, following weak releases such as Land of the Lost .