Examining Chinese Audiences' Views of Hollywood Movies in the Glocal Media Landscape

Abstract

This study uses a mixed-method, self-administered questionnaire (n=1942) gathered in 2022 using purposive and snowball sampling to examine Chinese viewers' opinions of Hollywood films within a glocal media framework. Based on media ecology, it investigates, via three study issues, the transnational and glocal convergence of cinema genres, storylines, stars, and consumption habits. Eight major themes emerge from the findings: (1) Hollywood's enduring appeal on a global scale; (2) factors influencing film choice; (3) the role of digital platforms in discovery; (4) trailer engagement; (5) the influence of ratings, reviews, and language; (6) linguistic and cultural consumption preferences; (7) satisfaction with film endings; and (8) Hollywood's impact on Chinese cinema. In an ever-changing media ecosystem, these insights provide light on audience preferences and superstar perceptions, providing crucial implications for policymakers and local and foreign filmmakers to create tailored content that increases audience engagement and movie attendance..