A Model for Readiness of Iranian Cinema Institutions to Enter the Global Markets (in Persian)

The expansion of international business in cultural products opens up an opportunity to present the cinematic works to the international markets and gain economic interests and cultural power. Nevertheless, most countries, including Iran, so far have not yet actively participated in global movie markets. Seizing such an opportunity requires pinpointing the factors influencing the readiness of Iranian cinema institutions to take part in international era in the framework of an overall model. Therefore, this study seeks to formulate a model on the affecting variables of such a readiness for globalization in four levels of analysis, namely firm: industry, national and international levels. This research is an applied one from the purpose point of view, and is considered a descriptive – survey type research as far as its data collection method is concerned. Iranian movie producers are selected as the statistical population to provide the field data of the research. The model is tested through the techniques of factor analysis as well as structural equation modeling. The results of the study demonstrated that the capacity of the cinematic institutions to enter the global market is a function of four variables, i.e. the capability of cinema institutions, the capability of the film industry structural components in a harmoniously synergic relationship, national support characteristics, and the readiness of international ties. It is to be noted that cinema industry needs the adjustment and improvement of the national support more than any other element in order to enter the global market. Yet, international ties, film industry structure and the capability of cinema institutions come later in the order of priority.