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East Asian films in the European market: the roles of cultural distance and cultural specificity
International Marketing Review ( IF 5.774 ) Pub Date : 2020-07-09 , DOI: 10.1108/imr-01-2019-0045
Xiaoyan Wang , Haibo Raymond Pan , Nibing Zhu , Shaohan Cai

Purpose

This study investigates the impact of cultural distance on foreign box office performance of East Asian cinematic production in European markets. Predicated on two dimensions of a film's cultural specificity, namely content- and aesthetics-based components, this research advances current knowledge on the moderating effects of cultural specificity.

Design/methodology/approach

The authors compile a data set of 515 East Asian films released in European countries during the 2010–2018 period. Data are analyzed by hierarchical linear modeling.

Findings

Results show that cultural distance plays a negative role in affecting foreign box office performance and that aesthetics specificity of films weakens such a relationship, while content specificity of films can further strengthen the relationship.

Practical implications

The findings suggest that cultural specificity is a crucial element and a relevant marketing tool in the cross-country film trade. Film producers and distributors need to consider both distribution strategy and intercultural context in order to align effectively with differing cultural distance and specificity.

Originality/value

This study proposes a new categorization framework of cultural specificity and demonstrates the moderating roles of content and aesthetics specificity on the relationship between cultural distance and films' foreign box office performance. It offers implications for both theory and practice in global film marketing and trade.



中文翻译:

欧洲市场上的东亚电影:文化距离和文化特殊性的作用

目的

本研究调查了文化距离对欧洲市场东亚电影制作的外国票房表现的影响。本研究基于电影文化特异性的两个维度,即基于内容和美学的成分,推进了当前关于文化特异性调节作用的知识。

设计/方法/方法

作者汇编了 2010-2018 年期间在欧洲国家上映的 515 部东亚电影的数据集。数据通过分层线性建模进行分析。

发现

结果表明,文化距离对影响国外票房表现有负面影响,电影的审美特殊性削弱了这种关系,而电影的内容特殊性可以进一步加强这种关系。

实际影响

研究结果表明,文化特异性是跨国电影贸易中的关键因素和相关营销工具。电影制片人和发行人需要同时考虑发行策略和跨文化背景,以便有效地适应不同的文化距离和特殊性。

原创性/价值

本研究提出了一个新的文化特异性分类框架,并论证了内容和美学特异性对文化距离与电影国外票房表现之间关系的调节作用。它为全球电影营销和贸易的理论和实践提供了启示。

更新日期:2020-07-09
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