CUFE-BS Academic Seminar: International Box Office of Films：Do Localization Strategies Work？

Time: 3 September 2019, 2:00-4:00 PM

Location: Room 615, CUFE Business School

Speaker: Mr. Xu Zhengda

Abstract: This study focuses on theinternationalization of films under the guiding research question: Dolocalization strategies help films improve their box office overseas? Usingfilm data from China and the United States, we find that the quality ofAmerican films can positively affect box office in China, and the localizationstrategies of Chinese films can positively affect their box office in theUnited States Both of these effects will become weaker as their enter age inhost country increases. Taken together, our findings not only extend pastresearch on films’ strategies and box office but also contribute to theliterature on the classical Integration-Responsiveness (IR) framework in thefield of international business, as well as the literature on strategies basedon industry status differences.