Intercultural Marketing Research Of Hollywood Movies In China From The Perspective Of Aesthetics

In recent years,with the acceleration of globalization,the Chinese movie market has also been affected by foreign movies.According to the official statistics of the National Movie Bureau,the total box office of the Chinese movie market in 2019 was 64.266 billion yuan,a year-on-year increase of 5.4%,setting a new annual box office record.China has steadily ranked the world’s second-largest box office market,and is constantly narrowing the gap with the US market.The total box office of domestic movies was 41.175 billion yuan,an increase of 8.65% year-on-year,and the market share was 64.07%.The total box office revenue of importing movie was 23.091 billion yuan.In such a large and strong Chinese box office market,although the proportion of domestic box office movie is growing,it still needs to be improved.In the top 25 of the box office rankings of the Chinese movie market in 2019,imported movie accounted for nine,all of which were Hollywood movies.Therefore,study the cross-cultural marketing methods of Hollywood movies in China can provide a certain reference for studying the marketing methods of domestic movies.This thesis analyzes Hollywood movies as a cross-cultural object based on the theory of reception aesthetics.The theory of reception aesthetics proposes that the focus of literary and artistic research should be historically shifted from the text to the reader,the audience,or the recipient.These classic ideas are exactly suitable for analyzing the phenomenon of movie marketing,because movies are also works of art,and the audience is the movie reception.The evaluation of the success of movie marketing can also be said to be a study of the acceptance status of movie audiences or recipients.This research’s horizon and the theory of reception aesthetics basically overlap.Therefore,it is feasible to study the cross-cultural marketing of Hollywood movies in China from the perspective of reception aesthetics.This paper will use the qualitative analysis,quantitative analysis,questionnaire survey and case analysis research methods to analyze the intercultural marketing of Hollywood movies in the top 25 of the annual box office ranking of Chinese movies in 2019 from the specific perspectives of horizon of expectations,response-inviting structure,implied readers and fusion of horizon under the guidance of an reception aesthetic theory.Research on cross-cultural marketing of Hollywood movies from the perspective of reception aesthetics shows that:(1)the cross-cultural marketing of Hollywood movies in China reflects the reader-centered thinking of reception aesthetics.It ranges from the pre-production of the movie to the post-production development of the movie.The demand is centered.(2)Chinese firms also need to learn the conception and methods from Hollywood’s successful experience,and carry out movie promotion,brand building,and post-movie market development based on the needs of the audience.The research significance of this thesis is mainly to prove the guiding significance of reception aesthetic theory to movie marketing and to provide some basis and reference for the study of Chinese movie marketing.