Question

A. How has the global environment changed for U.S. (Hollywood) movie studies since 2000? Explain.

B. Apply the integration-responsiveness framework to describe which global strategy Hollywood studies followed originally, and how their strategic positioning has changed over time. Explain how and why.

C. When commenting on the disappointing performance of The Great Wall, movie executives continue to highlight the huge market opportunities in China and emphasize that they will soon find the right formula to make movies that are attractive to both American and Chinese audiences alike. Do you agree with this assessment? Why or why not?

D.Assuming that movie studios will be able to create breakthrough hits that are attractive for both Eastern and Western audiences, what type of global strategy wouldthat entail? What are some benefits of this type of global positioning? What are some of its risks? Why is this type of global positioning so hard to achieve?

Answer 1

A. How has the global environment changed for U.S. (Hollywood) movie studies since 2000? Explain.

In the past, the US entertainment industry or Hollywood was primarily focused on its domestic audience and earning higher revenue from the local market. However, with the advent of globalization, the world came closer and more movies were shown in other countries. The typical language barrier also started to subside with options like subtitles and voice dubbing.

This resulted in Hollywood movies being released in world markets especially in Asian markets such as China and India. Hollywood saw a huge change in its revenues earned and by the end of 2010, most of the multi-starrer and big-budget movies earned almost double its revenues from foreign markets.

This led to Hollywood adapting to the changing needs and shifts in the dynamic. To cater to the foreign audience, various elements were used. Such as filming a movie in China or India to cater to their audience, or having a famous star from the foreign country to act in the film. This all led to an increase in the exposure of foreign markets to Hollywood movies and helped Hollywood fimlamekrs make big moneys from their projects.