Author(s)

Mingyu Huang, Jiayi Qin, Jiajie Xu, Ziyu Ye

Corresponding Author

Jiajie Xu

ABSTRACT

Under the influence of globalization, more and more transnational film companies like Disney are pursuing higher development of cross-cultural film to follow the trend, with a hope to obtain higher commercial value. By taking Disney’ s live action movie -- Mulan as an example, this paper investigates factors of its low box office through a cross-cultural perspective. Specifically, to explore the popularity of Mulan and why Chinese natives don’t hold very positive reviews toward Mulan, we use both first-hand information and literature research method, collecting valuable and relevant information from the public and website to analyze, which eventually leads to the results: it is the deviation in understanding traditional Chinese culture and the non-localized marketing strategy that result in the failing of international market. Based on the reasons analyzed, the suggestions to alleviate the problems are discussed: As the typical representative, Disney can conduct more research on the target through way such as hiring local professional people as managers and let the products localize completely by providing native language and else. Moreover, the mean of training international marketing talents is also proposed based on the profound valuation. These findings can provide inspirations for the future development of the whole film industry, not only for the Disney company.

KEYWORDS

Mulan, Disney, Film, Culture difference, Cultural adaption, International market