Theses and Dissertations

The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.

You can find my documentary here. Throughout the process of creating my thesis I was consistently intrigued by one constant phenomenon I’ve noticed throughout my time at Cronkite – that of competitive collaboration. I’d define that term as what happens when thousands of highly motivated individuals are thrown into a space where they are competing for a limited number of jobs in a high-pressure environment, while still needing to work with each other in order to succeed. Throw college social lives and general young adult anxieties on top of that, and you have the culture present within journalism school. For my project I wanted to contextualize and present a cohesive look at both the mentalities of students and the environment of the school. Dear Cronkite: A Love Letter is truly that. A labor of love and care for a place that has impacted me so deeply, I hope that this twenty-one-minute documentary opens a window into the world students deal with on a daily basis. Everyone interviewed expressed their deepest appreciation for the Cronkite School, while also making clear that they believe there are changes which could be made to better the educational environment. Every opinion and statement in this film comes from a place of compassion and respect.