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Consumer Acceptance of U.S. Films in Foreign Markets

Consumer Acceptance of U.S. Films in Foreign Markets. Presented by:. Nik Hobson Ryan A. Joaquim Michael S. Miller Aivy P. Nguyen Eddie A. Pulido. Why U.S. Films?.

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Consumer Acceptance of U.S. Films in Foreign Markets

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  1. Consumer Acceptance of U.S. Films in Foreign Markets Presented by: Nik Hobson Ryan A. Joaquim Michael S. Miller Aivy P. Nguyen Eddie A. Pulido

  2. Why U.S. Films? • Films and movies are highly complex products that are rich in cultural meaning, and are very much a creation of the culture in which they are developed. • Top-grossing 250 films were U.S. • Film entertainment represents a major U.S. export.

  3. Hofstede Concepts Applied • Cultural distance is measured as distance from the United States on a composite index of Hofstede’s four value orientations: • Individualism/Collectivism • Power distance • Uncertainty Avoidance • Masculinity/Femininity

  4. The Degree of Americanization • U.S. films reflect American culture and are more likely to be successful in cultures that have already embraced symbols of American Culture. • Many use McDonald’s as a means of the level of Americanization within certain countries.

  5. Degree of Americanization • In 2005 The Economist found that the price of Big Macs is a useful measure of currency disparities. • The number of McDonald’s per capita remains a strong predictor of a film’s performance

  6. Values and Beliefs • A society with similar culture values can be expected to accept an imported product from a different country. • Thus a country similar to the United States culture will theoretically will show success at the box office. • Regardless of the perspective, values have been widely viewed as reflecting key characteristics of the particular culture from which they emanate.

  7. Values and Beliefs • People’s acceptance of products from other cultures depend in part on the compatibility of the product with the value and belief system. • Films mirror the culture in which they are created. • Success of U.S. films varies depending on the specific country and content of film.

  8. Values and Beliefs • Hofstede Concepts applied to Values and Beliefs vs.

  9. Popular Film Genres in German-speaking Countries Successful Films Less Successful Films • Romance • Action • Fantasy • Mystery • Science Fiction • Horror • Drama • Animated • Thriller

  10. Popular Film Genres in English Speaking Countries Successful Films • Romance • Action • Fantasy • Mystery • Science Fiction • Horror • Drama • Animated 1933 2005

  11. Film Success in Spanish-speaking countries • Comedy and Family films are less likely to be successful. • Spanish concepts of family focus on the extended family rather than the “nuclear family” of the English culture. • Animated and mystery are more likely to be successful.

  12. Language • Language differences establish a major barrier between cultures, impeding communication and effective transmission of messages, ideas, and verbal expression of emotions and feelings. • Countries with same language usually have same value beliefs. • Effects on success of films with subtitles or voice-over.

  13. Management Responsiveness • Recognition of cultural impacts imperative for film productions • Management Orientation • Market Branding • Other profitable opportunities

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