FACTORS BEHIND HOLLYWOOD'S BOX OFFICE SUCCESS IN CHINA DURING THE 2012–2019 PERIOD
DOI:
https://doi.org/10.19166/lectura.v3i1.11566Keywords:
Hollywood, China, Box office, Neoliberalism, Film industryAbstract
China emerged as one of the world's largest film markets during the 2010s and became an increasingly important destination for Hollywood's international expansion. Despite the country's restrictive film policies, Hollywood achieved remarkable box office success between 2012 and 2019. This study examines the factors behind Hollywood's box office success in China during this period by analyzing both the industry's internal strategies and the external conditions that supported its commercial performance. The study employs a qualitative approach using an explanatory method. Secondary data were collected through library and online research, including books, academic journal articles, government publications, industry reports, statistical data, and relevant news articles. The findings show that Hollywood's success resulted from the combination of several factors rather than a single explanation. Internally, Hollywood strengthened its position through collaboration with Chinese film companies, Chinafication, market-specific promotional activities, product differentiation, and high film quality. Externally, the implementation of the 2012 Memorandum of Understanding between the United States of America and China: Films for Theatrical Release, the relatively cooperative relationship between the United States and China, and the rapid growth of the Chinese film market created favorable conditions for Hollywood's expansion. From the perspective of neoliberalism, Hollywood's success demonstrates the importance of international cooperation, institutional arrangements, and expanding markets in facilitating international economic activities.
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