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Cultural Discount and Cross-Culture Predictability: Examining the Box Office Performance of American Movies in Hong Kong

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  • Francis Lee

Abstract

Media studies have suggested that a media product traveling across cultures would be received in locally specific ways. This study argues that cultural discount and cross-culture predictability of financial performance are 2 quantitative manifestations of local reception. The loss of value and performance predictability constitutes a problem for media producers, whereas universalizing the media product is a possibly useful strategy to handle such problems. This article analyzes box office figures from 1989 to 2004 to examine whether Hollywood movies of different genres are more or less subject to cultural discount and lack of predictability when they travel to Hong Kong. The results show that comedies are highly particularistic and that science fiction is apparently the most universal. Mixed results are obtained for other movie genres.

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  • Francis Lee, 2006. "Cultural Discount and Cross-Culture Predictability: Examining the Box Office Performance of American Movies in Hong Kong," Journal of Media Economics, Taylor & Francis Journals, vol. 19(4), pages 259-278.
  • Handle: RePEc:taf:jmedec:v:19:y:2006:i:4:p:259-278
    DOI: 10.1207/s15327736me1904_3
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    Cited by:

    1. W. D. Walls, 2009. "The Market for Motion Pictures in Thailand: Rank, Revenue, and Survival at the Box Office," International Journal of Business and Economics, College of Business and College of Finance, Feng Chia University, Taichung, Taiwan, vol. 8(2), pages 115-131, August.
    2. All├Ęgre Hadida, 2010. "Commercial success and artistic recognition of motion picture projects," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 34(1), pages 45-80, February.

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