Cultural Intermediaries: How Local Experts Shape the Financial Performance of Foreign Cultural Products

Abstract

Purpose - This study examines the pivotal role of local expert reviewers in the financial success of imported foreign films (Hollywood movies) within the Chinese market. It integrates signaling theory and gatekeeping scholarship to examine how these intermediaries reduce mainstream uncertainty. We hypothesize local expert reviewers to better grasp spaces for resonance between imported films and local preferences compared to foreign critics. Moreover, we examine the moderating roles of films attributes such as production scale, prestigious awards, and local adaptation strategies. Design/Methodology/Approach - We test hypothesized relationships and contingencies via OLS regressions on box office performance spanning 500 top-grossing Hollywood studio imports in China from 2000 2017 with data from multiple sources. Findings - The OLS regressions reveal that local expert reviewers significantly influence cross-border film success, with the impact moderated by production budgets and awards, but potentially diminished by cultural adaptation. Research Implications - Our study unpacks market drivers and product-level contingencies around imported creative products amidst mainstream uncertainty. The findings contribute to international business literature and cultural business by showcasing the nuanced impact of local cultural intermediaries on the financial performance of foreign cultural products. This research underscores the importance of local expert opinions in navigating the complex landscape of global content distribution and consumption, offering valuable insights for content creators and marketers aiming to optimize the global reach of products.