Cross-cultural box office performance: the reception of British films in mainland China between 2017 and 2022

The film industry’s inherent uncertainty necessitates ongoing research into the factors that influence box office performance, especially in overseas markets where the influencing factors are more diverse and complex. Existing research on cross-cultural box office performance has primarily focused on American films and employed quantitative methods, which are insufficient to fully explore the complexities of cultures and films around the world. This thesis aims to analyse the factors that affect the box office performance of British films in mainland China, with a particular focus on the influence of cultural discount. This concept refers to the diminished appeal of media products in other cultural contexts. The mixed-methods case study design is used in this project to investigate eight British films that were theatrically released in China between 2017 and 2022. This research timeframe provides insights into the performance tendency of British films before and after the COVID-19 pandemic. By using content analysis, textual analysis, and secondary data analysis, a total of 400 reviews from Chinese viewers on these eight British films are collected and analysed to explore the factors that influence their box office performance in China. This thesis argues that, in addition to the impact of cultural discount, the competitive Chinese film market and the viewing preferences of Chinese audiences have also affected the box office performance of British films in China. The cultural discount decreased the appeal of British films’ culturally specific themes and content, as well as the attractiveness of their stars and franchises to Chinese viewers. The policy initiatives and competitions in the Chinese film market influenced the number of screenings and audience attention that British films could receive. The distinctive narratives, style, and genres of British films were also not well-suited to the viewing preferences of most Chinese consumers.