Foreignness as a double edged sword for internationalizing cultural goods: Hollywood movies in China

This podcast explores how the concept of "foreignness" impacts the performance of Hollywood movies in China, revealing that a moderate level of foreignness in movie posters leads to better box office sales. Using advanced analysis techniques, the podcast shows that while poster foreignness significantly influences audience appeal, the same is not true for movie synopses. Ultimately, managing foreignness effectively can enhance a film's success in international markets.

Citation: Gu, Q.C., Wang, Y. & Zhang, J. 2025. Foreignness as a double-edged sword for internationalizing cultural goods: deep learning–based semiotic analysis of Hollywood movies in China. Journal of International Business Studies.