Exporting Media Products: Understanding the Success and Failure of Hollywood Movies in Germany

Thorsten Hennig-Thurau, Bauhaus-University of Weimar
Gianfranco Walsh, University of Strathclyde
Matthias Bode, University of Hanover
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.
[ to cite ]:
Thorsten Hennig-Thurau, Gianfranco Walsh, and Matthias Bode (2004) ,"Exporting Media Products: Understanding the Success and Failure of Hollywood Movies in Germany", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 633-638.