Research on the Marketing and Development of Chinese and the U.S. Film Industries

Abstract

Despite the recent rapid growth of the Chinese and US film industries, several researchers have discovered that there is still a gap about their marketing and future development plans. As a result, this study’s research objective is a comparison of the development and marketing of the film industry in China and the United States. The research method of this study is as follows: firstly, collecting related data of Chinese and US film markets to provide a basis for comparative analysis; secondly, to comprehend the differences between the audiences of the two markets and the audiences of various sorts of films, research, and analysis of the film content of the two national cinema markets are conducted; thirdly, investigate the derivative brand benefits of these two different film markets. The study indicates that the U.S. film market is vast and at the top of the world, and although Chinese films have covered a wide range of overseas in recent years, the international market is still relatively small; U.S. films tend to focus on sci-fi and superhero themes in terms of content, whereas Chinese films are dominated by comedies, and suspense; and U.S. film spin-offs have a long history of development and construction and are continuing to evolve, whereas China's film industry is also making great strides in this field.