Advances in consumer research · 2004 · 21 citations · 9 references
BusinessFilm StudiesMarketingInternational MarketingMedia StudiesMedia TheoryCultural EconomyGerman Film StudiesInternational Market ResearchMedia EconomicsProduction ContextTransnational CinemaConceptual Framework AlignmentFilm ImportFilm IndustryGlobal Film IndustriesInternational Film DistributionPolitical Economy Of FilmRegional Film MarketsTransnational Film Distribution
Rising production costs in the US motion picture industry make overseas markets essential for movie studios’ economic survival. However, movie marketers can rarely build on systematic research when attempting to customize movies or movie-related communications to different cultural settings. In this paper, we draw from cultural theory to develop a conceptual framework of US movies’ success in foreign markets. Propositions are then developed that offer insight into the differing impact of a number of factors on movie success in the US and Germany. Marketing implications will be discussed.
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