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

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.