World Media Economics and Management Conference 2016

Foreign markets play an integral role in the financial success of U.S. movies. Thus, U.S. motion picture firms are aggressively pursuing international expansion. With the increasing globalization in the marketplace, one of the challenges is how to brand a U.S. movie in foreign markets with different cultures and languages. Recognizing the importance of international expansion and marketplace trends, this study sheds light on the branding strategies of U.S. movies in Korea. Analyzing 1,784 U.S. movies that were released in Korea from 2003 to 2014, this study investigates the brand name strategies of U.S. movies, whether the titles indicate the country of origin, and the relationship between brand name strategies and their performance in the Korean market.