HOLLYWOOD'S STRATEGY IN PENETRATING THE CHINESE FILM INDUSTRY MARKET (2003-2020)

Abstract

This research focuses on discussing the strategies used by Hollywood production studios in penetrating the Chinese film industry market which has strict censorship regulations and a film import system. The United States as a country that has a large global influence with the concept of soft power through film diplomacy, uses Hollywood as a major non-state actor in spreading cultural values and freedom Meanwhile, China as the world's largest film market implements regulatory policies through the SARFT NRTA institution which regulates censorship and quota regulations for foreign films. This research uses a descriptive qualitative method by reviewing document literature and secondary data related to censorship policies, bilateral cooperation and the dynamics in the global film industry. The results of this study indicate that the existence of regulations set by China forces Hollywood to adapt to maintain its position and profits in the Chinese film market, while also becoming an effective cultural diplomacy tool between the United States and China. This research provides an understanding of the relationship between government policies, global market dynamics, and the existence of film diplomacy strategies in the modern era.