Raiders of the Lost Ark: A European Market for European Movies?
The aim of this chapter is to analyze cinema consumption and commercial flows in Europe and contribute to the debate regarding the existence, health and perspectives of a European Film Market. On the one hand, looking at attendance, national and foreign market shares and Top Films, we have identified a general decrease in terms of admissions and some evidence of a common taste among European countries clearly linked to Hollywood products. Hence, the European cinema industry must face these common tastes as a weakness rather than strength. On the other hand, in terms of commercial flows, we have carried out a cluster analysis to identify those films that display similar performances in foreign markets. Movies filmed in English, with a higher budget and distributed by a Hollywood major have a higher probability of achieving better commercial results overseas. Beyond this Hollywood dominance, the European Film Industry needs to consolidate national and EU policies encouraged by a European vision in order to take advantage of economies of scale in the financing and distribution of films as well as building up European conscientiousness and tastes among cinemagoers.
KeywordsCinema Cluster analysis European film market European film industry Tastes
This chapter has also benefited from the support of the Government of Spain (Spanish project #ECO2011-27896). Gutierrez-Navratil acknowledges the Postdoctoral grant by the Basque Country Government (POSDOC-2015).
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