Exporting Hollywood

A look at the global impact of entertainment

Murray Schwartz,

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 and upbeat feeling associated with film, television and music. The international phenomenon of Hollywood’s magnetism is an emotional experience that touches people the world over.