Exporting Hollywood

The author describes how the U.S. entertainment industry develops the global appeal of its films, TV shows, and celebrities; and how marketers in other industries can benefit from imaginative tie-ins with entertainment programmes distributed worldwide.

Exporting Hollywood

A look at the global impact of entertainment

Murray Schwartz,RPMC

A young urban professional in Jakarta rushes home to watch the last episode of Seinfeld on TV, Argentine teenagers join the X-Files fan club. Huge ads in downtown Rome advertise the latest Star Wars film. In Cairo many families watch ER while eating dinner. (Forbes, February 7, 2000)

The vast appeal of the entertainment industry is a known export commodity. It’s not just the uplifting lifestyle and appealing themes of American popular culture that sells abroad, it is the pure entertainment value – the sizzle, excitement, glamour...

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