The Strategy of Cross-Cultural Communication in the Film Industry--Taking Marvel as an Example

DOI

10.2991/978-2-38476-609-3_3How to use a DOI?

Keywords

Film; Cross-Culture; Communication; Marvel

Abstract

China's film industry has shown a relatively prosperous scene in recent years, and excellent works have emerged from time to time. However, according to the data, there are still some deficiencies in the cross-cultural communication of Chinese films, and the box office performance differs markedly between domestic and overseas markets. At the same time, the Marvel film series, produced by Marvel Studios in the United States and based on Marvel comics, has made great achievements since its inception, and is widely loved by fans all over the world. In addition to the charm of the work itself, excellent cross-cultural communication strategies also play an important role. Through in-depth research and discussion, this paper finally believes that the Chinese film industry has deficiencies in cultural identity, overseas marketing strategies and other aspects when carrying out cross-cultural communication. On the other hand, by analyzing the strategies adopted by Marvel in the global promotion, this paper summarizes the ideas worthy of imitation and learning by relevant practitioners, and tries to provide some suggestions for the overseas promotion of Chinese films on this basis.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yueran Huang
PY  - 2026
DA  - 2026/09/04
TI  - The Strategy of Cross-Cultural Communication in the Film Industry--Taking Marvel as an Example
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 13
EP  - 21
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_3
DO  - 10.2991/978-2-38476-609-3_3
ID  - Huang2026
ER  -