C. Samuel Craig, William H. Greene, Susan P. Douglas, (2005). Culture Matters: Consumer Acceptance of U.S. Films in Foreign Markets. Journal of International Marketing: Vol. 13, No. 4, pp. 80-103.
doi: 10.1509/jimk.2005.13.4.80

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

C. Samuel Craig,

1. Stern School of Business, New York University.

(e-mail:
).

Catherine and Peter Kellner Professor1William H. Greene,

2. Professor of Economics and Entertainment and Media Faculty Fellow, Stern School of Business, New York University.

(e-mail:
).

2Susan P. Douglas

3. Stern School of Business, New York University.

(e-mail:
).

Paganelli-Bull Professor of Marketing and International Business3



Abstract

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 implications for films and, more broadly, for products with cultural content.

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