3 mars 2009
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Nolwenn Mingant, « Entre mondial et local : le jeu d’équilibriste des majors hollywoodiennes », Revue de recherche en civilisation américaine, ID : 10670/1.71wqxo
Hollywood’s relationship to the rest of the world has deeply evolved in the past decades under the pressure of the process of globalization. Hollywood’s foreign market has grown wider and wider, from the opening of South Korea in 1988 to the improved relations with China at the beginning of the 2000s. In the 1990s, the opening of new territories as well as the developement of new distribution platforms revived the majors’ interest in the foreign market. However, their traditional export methods turned out to be inadequate in view of the changed environment of the late XXth century. The strategies based on domination which had been successful until then proved counter-productive. Indeed, the process of globalization was quickly put into question by a strong revival of national feelings, as well as a renaissance of many national film industries. The local had to be seriously taken into account. New economic strategies were then devised by the majors who started to place the emphasis on good will, cooperation and partnership. Since the mid-1990s, this changed view of the world has also slowly influenced the majors’ cultural strategies. They have tended to take more and more the foreign audience into account when making production, marketing and distribution choices. Trying to adapt to a globalized world, the majors have then perfected and sometimes reinvented their economic and cultural strategies in order to reach a point of equilibrium between the global and the local.