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New research tells hollywood to seek out the ''Golden Arches''
New research by NYU Stern Professors C. Samuel Craig, Susan Douglas and William Greene suggests that the number of McDonald's restaurants per capita in a foreign country is a strong indicator of how well U.S. films will perform in that market.
December 4, 2005
New research by NYU Stern Professors C. Samuel Craig, Susan Douglas and William Greene suggests that the number of McDonald's quick-service restaurants per capita in a foreign country is a strong indicator of how well U.S. films will perform in that market.
The study looked at how the top 50 U.S. films in box office sales performed in eight foreign countries each year for six consecutive years (1997-2002). The study confirmed that films that performed well in the U.S. also performed well in foreign markets. Researchers also found that U.S. films performed better with higher box office sales in countries with more McDonald's QSRs per capita (after controlling for income levels).
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