Research on the Export Strategy of Chinese Films from Marvel Films

Abstract

Under the trend of globalization, cross-cultural communication has become a necessary condition for the export of national cultural soft power. Marvel movies have a wide fan base worldwide and are very well-developed in the film industry. Although Chinese films have made great progress in recent years, the domestic film market is also extremely active, and a few Chinese films have won large awards at international film festivals, but the influence on the world is minimal. Therefore, this article will use the case analysis method to analyze in detail the successful cases of Marvel movies exported in cross-cultural contexts from three aspects: film production, film content, and marketing promotion, and derive the reasons and methods for their success, hoping to help Chinese films better go to the world and help Chinese culture break cultural barriers and better go to the world.