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?

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.

Hofstede Concepts Applied

Cultural distance is measured as distance from the United States on a composite index of Hofstede’s four value orientations: Individualism/CollectivismPower distanceUncertainty AvoidanceMasculinity/Femininity

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.

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

Degree of Americanization

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.

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.

Values and Beliefs

Values and Beliefs Hofstede Concepts applied to Values and

Beliefs

vs.

Popular Film Genres in German-speaking Countries

Successful Films

• Romance

• Action

• Fantasy

• Mystery

• Science Fiction

• Horror

Less Successful Films

• Drama

• Animated

• Thriller

Popular Film Genres in English Speaking Countries

Successful Films

• Romance

• Action

• Fantasy

• Mystery

• Science Fiction

• Horror

•Drama

•Animated20051933

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.

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.

Management Responsiveness Recognition of cultural impacts imperative

for film productions Management Orientation Market Branding Other profitable opportunities