Culture Matters: Consumer Acceptance of U.S. Films in Foreign Markets

C. Samuel Craig, William H. Greene, and Susan P. Douglas Submitted January 2005 Accepted April 2005 Journal of International Marketing ) 2005, American Marketing Association Vol. 13, No. 4, 2005, pp. 80-103 ISSN 1069-031X (print) 1547-7215 (electronic) Culture matters for products with significant cultural content. The current study examines the impact of cultural context on the box office performance of U.S. films in foreign markets. The results indicate that films perform better in countries that are culturally closer to the United States and those that have a greater degree of Americanization. The authors draw implica tions for films and, more broadly, for products with cultural content. Culture has a profound influence on all aspects of behavior. Cultural norms establish rules of conduct and shape values, beliefs, and preferences. They provide a "blueprint" for daily living and for ways to interact with others. Culture deter mines how people perceive and interpret phenomena (Geertz 1973; McCracken 1986) and the meaning they ascribe to material goods and symbols (Holt 1997). As a result, culture fashions the way that experience is shared among members of a society. Cultural boundaries may also act as barriers and impede the flow of ideas, communication, and products from one culture to another. In an increasingly global econ omy, a central issue is the receptiveness of members of a cul ture to objects and ideas that originate from other cultures. Failure to consider the impact of cultural forces has been behind many mistakes made in international markets (Ricks 1993). It is imperative for firms to consider such factors when launching a product internationally. Culture's impact varies depending on the product because certain products are more culturally embedded than others. Consumer electronics, power tools, commercial aircraft, and heavy construction equipment have few cultural connota tions. However, food, clothing, and modes of artistic expres sion may be strongly embedded in a particular culture, and there are marked differences from one culture to another in such product categories. Peoples' acceptance of products from other cultures depends in part on the compatibility of the product with the value and belief system (Rogers 1995). Furthermore, in some cases, people in a particular culture may want to emulate the lifestyle and behavior patterns of another culture. Thus, they may seek out products that sym bolize and provide a clear expression of that culture. For example, consumers in other countries have embraced cui