Competing for global story market: the case from China’s film industry
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In the era of economic and cultural globalization, the international film market has been becoming highly competitive. The competition of global films is essentially the competition for global story market, which has quite different features from conventional commodity trade. Although China will overtake the U.S. as world’s largest film market, its ability to go global has remained very weak. The primary aim of the paper is to explore and analyze the reasons, from product perspective, affecting China’s films going global and try to find a solution for improving its performance in international market. Design/methodology/approach This study uses grounded theory and case study as the analysis tools. we select the reviews of U.S audiences to ‘wolf-warrior2’ on the websites of IMDb and Rotten Tomatoes as our cases and code and analyze the case by grounded theory method. Findings Through carefully screening, conceptualizing and categorizing the original reviews of film audiences and critics, the paper finds that there are three key factors deciding whether a film is welcomed in global film market, which can explain why China’s films were not welcomed in global market. Practical implications Firstly, the analysis deepens the understanding of film product, as a specific cultural product and enriches the traditional marketing theory. Secondly, the paper puts forward a model of three success factors, which is beneficial for globally-oriented films to competing in global story market.
Abstract
In the era of economic and cultural globalization, the international film market has been becoming highly competitive. The competition of global films is essentially the competition for global story market, which has quite different features from conventional commodity trade. Although China will overtake the U.S. as world’s largest film market, its ability to go global has remained very weak. The primary aim of the paper is to explore and analyze the reasons, from product perspective, affecting China’s films going global and try to find a solution for improving its performance in international market. Design/methodology/approach This study uses grounded theory and case study as the analysis tools. we select the reviews of U.S audiences to ‘wolf-warrior2’ on the websites of IMDb and Rotten Tomatoes as our cases and code and analyze the case by grounded theory method. Findings Through carefully screening, conceptualizing and categorizing the original reviews of film audiences and critics, the paper finds that there are three key factors deciding whether a film is welcomed in global film market, which can explain why China’s films were not welcomed in global market. Practical implications Firstly, the analysis deepens the understanding of film product, as a specific cultural product and enriches the traditional marketing theory. Secondly, the paper puts forward a model of three success factors, which is beneficial for globally-oriented films to competing in global story market.
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