HOW IS HOLLYWOOD PURSUING THE CHINESE YUAN? R A PEACOCK MA 2017 HOW IS HOLLYWOOD PURSUING THE CHINESE YUAN? ROBERT ANTHONY PEACOCK A thesis submitted in fulfilment of the requirements of Manchester Metropolitan University for the degree of MA (by Research) Manchester Institute for Research and Innovation in Art and Design The Manchester Metropolitan University 2017 Table of Contents List of Illustrations Abstract 1. Introduction 2. Literature Review 2.1 Historical Context 2.2 The Growth of the Chinese Market 2.3 Hollywood Entering China 2.4 China’s Social Media Scene 2.5 Statistical Data 3.1 Case Study 1 - Transformers: Age of Extinction 3.1.1 Locational Analysis 3.1.2 Stars 3.1.3 Ideology of the State 3.1.4 Aesthetics 3.1.5 Product Placement 3.1.6 Production Values 3.1.7 Distribution Regulations 3.1.8 Social Media and Promotions 3.1.9 Reaction in China 1 3.2 Case Study 2 - Looper 3.2.1 Locational Analysis 3.2.2 Stars 3.2.3 Ideology of the State 3.2.4 Aesthetics 3.2.5 Product Placement 3.2.6 Production Values 3.2.7 Distribution Regulations 3.2.8 Social Media and Promotions 3.2.9 Reaction in China 3.3 Case Study 3 - Iron Man 3 3.3.1 Locational Analysis 3.3.2 Stars 3.3.3 Ideology of the State 3.3.4 Aesthetics 3.3.5 Product Placement 3.3.6 Production Values 3.3.7 Distribution Regulations 3.3.8 Social Media and Promotions 3.3.9 Reaction in China 4. Conclusions 2 List of Illustrations Figure 1: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 2: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 3: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 4: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 5: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 6: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 7: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 8: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 9: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 10: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 11: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 12: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 13: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 14: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 15: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 16: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 17: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 18: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 19: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 20: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 21: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 22: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 23: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 24: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 25: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 26: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 27: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 28: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 29: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 30: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 31: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 32: Bay, M. (2014). Transformers: Age of Extinction [film still] 3 Figure 33: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 34: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 35: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 36: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 37: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 38: Bay, M. (2014). Transformers: Age of Extinction [film still] Figure 39: Johnson, R. (2012). Looper [film still] Figure 40: Johnson, R. (2012). Looper [film still] Figure 41: Johnson, R. (2012). Looper [film still] Figure 42: Johnson, R. (2012). Looper [film still] Figure 43: Johnson, R. (2012). Looper [film still] Figure 44: Johnson, R. (2012). Looper [film still] Figure 45: Johnson, R. (2012). Looper [film still] Figure 46: Johnson, R. (2012). Looper [film still] Figure 47: Johnson, R. (2012). Looper [film still] Figure 48: Johnson, R. (2012). Looper [film still] Figure 49: Johnson, R. (2012). Looper [film still] Figure 50: Johnson, R. (2012). Looper [film still] Figure 51: Johnson, R. (2012). Looper [film still] Figure 52: Johnson, R. (2012). Looper [film still] Figure 53: Johnson, R. (2012). Looper [film still] Figure 54: Johnson, R. (2012). Looper [film still] Figure 55: Johnson, R. (2012). Looper [film still] Figure 56: Johnson, R. (2012). Looper [film still] Figure 57: Johnson, R. (2012). Looper [film still] Figure 58: Johnson, R. (2012). Looper [film still] Figure 59: Johnson, R. (2012). Looper [film still] Figure 60: Johnson, R. (2012). Looper [film still] Figure 61: Johnson, R. (2012). Looper [film still] Figure 62: Johnson, R. (2012). Looper [film still] Figure 63: Johnson, R. (2012). Looper [film still] Figure 64: Johnson, R. (2012). Looper [film still] Figure 65: Johnson, R. (2012). Looper [film still] Figure 66: Johnson, R. (2012). Looper [film still] Figure 67: Johnson, R. (2012). Looper [film still] 4 Figure 68: Johnson, R. (2012). Looper [film still] Figure 69: DMG Entertainment (2012). Looper Promotional Material [film poster]. Retrieved from http://www.scified.com/movie-posters/Looper-2012-Movie-Poster3-e1348842324139.jpg Figure 70: DMG Entertainment (2012). Looper Promotional Material [film poster]. Retrieved from http://www.impawards.com/2012/posters/looper_xlg.jpg Figure 71: DMG Entertainment (2012). Looper Promotional Material [film poster]. Retrieved from http://cdn.collider.com/wp-content/uploads/looper-chinese-banner-poster.jpg Figure 72: XiaoXiao, Master (2012). Looper -Movie Promotion [video still]. Retrieved from http://www.masterxiaoxiao.com/looper-movie-promotion/ Figure 73: XiaoXiao, Master (2012). Looper -Movie Promotion [video still]. Retrieved from http://www.masterxiaoxiao.com/looper-movie-promotion/ Figure 74: XiaoXiao, Master (2012). Looper -Movie Promotion [video still]. Retrieved from http://www.masterxiaoxiao.com/looper-movie-promotion/ Figure 75: XiaoXiao, Master (2012). Looper -Movie Promotion [video still]. Retrieved from http://www.masterxiaoxiao.com/looper-movie-promotion/ Figure 76: Black, S. (2013). Iron Man 3 [film still] Figure 77: Black, S. (2013). Iron Man 3 [film still] Figure 78: Black, S. (2013). Iron Man 3 [film still] Figure 79: Black, S. (2013). Iron Man 3 [film still] Figure 80: Black, S. (2013). Iron Man 3 [film still] Figure 81: Black, S. (2013). Iron Man 3 [film still] Figure 82: Black, S. (2013). Iron Man 3 [film still] Figure 83: Black, S. (2013). Iron Man 3 [film still] Figure 84: Black, S. (2013). Iron Man 3 [film still] Figure 85: Black, S. (2013). Iron Man 3 [film still] Figure 86: Black, S. (2013). Iron Man 3 – Chinese Release [film still] Figure 87: Black, S. (2013). Iron Man 3 – Chinese Release [film still] Figure 88: Black, S. (2013). Iron Man 3 – Chinese Release [film still] Figure 89: Black, S. (2013). Iron Man 3 – Chinese Release [film still] Figure 90: Black, S. (2013). Iron Man 3 – Chinese Release [film still] Figure 91: Black, S. (2013). Iron Man 3 [film still] Figure 92: Black, S. (2013). Iron Man 3 [film still] Figure 93: Black, S. (2013). Iron Man 3 [film still] Figure 94: Black, S. (2013). Iron Man 3 [film still] Figure 95: Black, S. (2013). Iron Man 3 [film still] 5 Figure 96: Black, S. (2013). Iron Man 3 [film still] Figure 97: Black, S. (2013). Iron Man 3 [film still] Figure 98: Black, S. (2013). Iron Man 3 [film still] Figure 99: Black, S. (2013). Iron Man 3 [film still] Figure 100: Black, S. (2013). Iron Man 3 [film still] Figure 101: Black, S. (2013). Iron Man 3 – Chinese Release [film still] Figure 102: Black, S. (2013). Iron Man 3 [film still] Figure 103: DMG Entertainment (2013). Iron Man 3 Promotion Special TV Program [TV still]. Retrieved from https://www.youtube.com/watch?v=r7pTibZ6SEA Figure 104: DMG Entertainment (2013). Iron Man 3 Promotion Special TV Program [TV still]. Retrieved from https://www.youtube.com/watch?v=r7pTibZ6SEA 6 Abstract As the Chinese market has become a more important part of the global film economy, the need to satisfy the target audience has become greater. The reach to the Chinese audience has increased at an exponential rate over the last few years, with the Chinese market set to become the biggest market in the world by 2017. This study focuses on the methods that Hollywood has used to gain access to and then make the most money from the Chinese market. The question posed is “How is Hollywood Pursuing the Chinese Yuan?” To answer this, the thesis specifically looks at three case studies to show the various ways in which Hollywood has approached the issues in entering the Chinese market and how the industry has adapted to maximize profits and audience figures. 1. Introduction This thesis analyses the way in which the content of Hollywood cinema has developed as the industry has pursued the huge potential of the Chinese market. It argues that Hollywood is changing in a variety of ways; including ideology, the role of the state, aesthetics, production values, stars, locations; whilst reacting to the distribution regulations and the desires of the domestic audience.