Research On The Taiwan Cinemas Enter The Mainland Of China And The Affecting Factors

Since Economic Cooperation Framework Agreement on Taiwan and Mainland was signed on June 29, 2010, which cancel the limitation quotas of Taiwan cinemas and extend the limitation of co-production, Taiwan cinemas stepped into a new era, which main characteristic is strengthening the cooperation on both sides and co-productions increase. However, how is the situation nowadays?This thesis aims to study the box office and eWOM(online word-of-mouth) of Taiwan cinemas(2011-2015). firstly, through a data collecting and analyzing.secondly, by leading in-depth interviews with mainland new generation consumer groups and analyze the affecting factors.The result shows that Taiwan cinemas’ box office is depended on few phenomenal films.Mainland audience show more positive attitude toward Taiwan cinemas made independently.Big-grossing cinemas’ schedule focus on winter and summer vacation. Most of big-grossing cinemas are love, comedy and action. The main consumer groups are teenagers and young adults, the content of film focus on the individual experience. Most of high eWOM films are independent productions by Taiwan and type are multiple. The eWOM and box-office present tremendous contrast.The study also shows that Taiwan cinemas on mainland market can be affected by cultural context, regulations and policies, promotion and release and drama innovation. Cross-strait have the common cultural language market and similar collective memory, mainland audience more easier to resonate. Differentiated discourse expression have attracted mainland audiences.Popular music and movie stars drive propaganda. The public show’s time lag also drives eWOM. At the same time, cross-strait audience have different demand and preference, lack of cultural value consensus, along with film censorship not transparent, which make Taiwan cinemas difficult to enter mainland market.Aiming at this fact, hu this paper make suggestions for it. The Taiwan cinemas need close to the new generation and eliminate invisible barrier. Resource advantage both sides of cross-strait and further broaden the channel of communication.