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- Title
Competitive Paper Session: Media Issues.
- Authors
Hennig-Thurau, Thorsten; Walsh, Gianfranco; Bode, Matthias; Gross, Barbara L.; Droulers, Olivier; Roullet, Bernard; Oakenfull, Gillian K.; Greenlee, Timothy B.
- Abstract
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.
- Subjects
UNITED States; AMERICAN films; CULTURE; MARKETING; MOTION picture industry
- Publication
Advances in Consumer Research, 2004, Vol 31, Issue 1, p633
- ISSN
0098-9258
- Publication type
Article