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Proceedings Paper

Cross-cultural differences in color preferences: implication for international film distribution
Author(s): Kyung Jae Lee
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Paper Abstract

This paper proposes the necessity of manipulating colors of movie contents to fit diverse audiences around the world. Since films are highly color-dependent messages, it is critical to understand how people in different cultures respond differently to color. In recent years, the international market for filmed entertainment has grown more than the U.S. market. However, a lack of research on audience preferences shows no constant guide for the motion picture industry. The film production stage is often disregarded to deliver the appropriate visual color contents for local audience when U.S. films are distributed to foreign markets. Therefore, it is assumed that it would cause distractions for local audiences and it could result in poor ticket sales. When the U.S. produced films are distributed in Asia, colors of original films are always shown without manipulation. It is common that when a U.S. manufactured car is imported to Japan, a driver seat is installed on the right side and also other parts are modified for local customers. Film development is also significantly dependent on audience behavior, so film content also needs to be localized for the different culture. This paper will only address a hypothesis of the implementation of color marketing methodology present in motion pictures.

Paper Details

Date Published: 6 June 2002
PDF: 4 pages
Proc. SPIE 4421, 9th Congress of the International Colour Association, (6 June 2002); doi: 10.1117/12.464538
Show Author Affiliations
Kyung Jae Lee, Purdue Univ. (United States)

Published in SPIE Proceedings Vol. 4421:
9th Congress of the International Colour Association
Robert Chung; Allan Rodrigues, Editor(s)

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