An Analysis of Overseas Marketing Strategies for Chinese Cultural Films: The Last Emperor and Crouching Tiger, Hidden Dragon as Examples

Yingrui Ma

2025

Abstract

Movies, being a vital vehicle for cultural exchange, hold sway in international cultural interactions. In recent years, the Chinese film industry has chalked up remarkable achievements in the domestic market, with the number of films and box-office takings on the continuous rise. Nevertheless, when cast eyes on the international stage, there's still a yawning chasm in influence when pitted against international film behemoths like Hollywood. The question of how to make Chinese films shine in the international market and boost their global competitiveness has become a pressing issue that the film industry must address post-haste. Among the multitude of Chinese films venturing into the international market, Crouching Tiger, Hidden Dragon and The Last Emperor are two iconic works. They've reaped remarkable international rewards, garnering widespread acclaim and substantial box-office earnings, offering invaluable experience for Chinese cultural films aiming to go global.

Paper Citation

in Harvard Style

Ma Y. (2025). An Analysis of Overseas Marketing Strategies for Chinese Cultural Films: The Last Emperor and Crouching Tiger, Hidden Dragon as Examples. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 394-400. DOI: 10.5220/0013992200004916

in Bibtex Style

@conference{prmc25,
author={Yingrui Ma},
title={An Analysis of Overseas Marketing Strategies for Chinese Cultural Films: The Last Emperor and Crouching Tiger, Hidden Dragon as Examples},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={394-400},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013992200004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - An Analysis of Overseas Marketing Strategies for Chinese Cultural Films: The Last Emperor and Crouching Tiger, Hidden Dragon as Examples
SN - 978-989-758-778-8
AU - Ma Y.
PY - 2025
SP - 394
EP - 400
DO - 10.5220/0013992200004916
PB - SciTePress