| The continuous development of Chinese film industry has been noticed by film companies from different countries and become an indispensable part of their global strategy.However,the cultural differences rooted in the co-production will inevitably result in cultural discount,which lead to a discount in audiences’ perception and thus the ratings and box office.Based on Cultural Distance Theory and its quantitative methods,this paper studied how cultural differences affect the domestic box office and ratings of Sino-foreign co-production films.The conclusion has been drew that cultural differences have significant effect on domestic box office and the relationship between them are S shaped,which means that cultural differences will result in cultural discount as well as cultural premium.Meanwhile,cultural distances do not have significant effect on ratings,which indicates that cultural differences are not the key factors to Sinoforeign co-production films’ domestic ratings.Furthermore,this study also discussed the relationship between cultural distance and the cultural discount,based on which we test the relative cultural discount rates among different genres of Sino-foreign co-production films.The conclusion could be drew that action has lower relative cultural discount while drama has higher relative cultural discount.Based on the results,we further discussed how to reduce cultural discounts in order to promote domestic box office and ratings of Sino-foreign co-production films. |
