May 22, 2013
Window of opportunity: Research looks at how a box office success can translate internationally
Hollywood will have the box office heating up this summer with dozens of blockbuster films. But whether a movie is a worldwide box office bomb or a box office bonanza has a lot to do with the culture and release strategy in other countries, says a Kansas State University researcher.
Reo Song, assistant professor of marketing, studies international business and focuses on the impact of marketing strategy and culture on the international performance of new products. He is currently working on seven movie-related studies, four of which have been submitted to top-tier academic journals.