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Currently, 25-30% of the 40 top grossing films come from countries other than the US or the UK. Indeed, 2007 was a record-breaking year for international cinema. That year, about 7.5% of the domestic North American market’s revenues went to international producers; other data indicates that Hollywood controls less than 70% of the international marketplace. These figures undermine the widely spread belief that only 1% of the North American market is open to foreign-made content and that Hollywood’s level of penetration is at 90% in most territories. It seems, rather, that Hollywood product no longer governs world markets as fully as commonly thought.
Dynamics of World Cinema will examine closely the revenues generated by international blockbusters and explore competing scenarios that take into consideration Hollywood’s hegemony but treat it as something that is susceptible to change. As new international media conglomerates that aim to become global players emerge, indicators suggest a shifting balance of power.
Other three strands of this project:
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