Research Project: Globalization's Impact on the Movie Industry

This research project examines the multifaceted impact of globalization on the movie industry, with a specific focus on Cineworld London. The project begins with an introduction to the topic, outlining the aims, objectives, and sub-objectives of the study. A thorough literature review follows, exploring the definition and overview of globalization, its roots in the movie industry, and the importance of the movie industry itself. The review also covers the advantages and negative effects of globalization on the movie industry, and potential ways to improve its impact. The methodology chapter details the place of study, research design, survey methods, population, sampling, data collection, measurement, and ethical considerations. The subsequent chapters focus on data collection, analysis, and discussion, followed by conclusions and recommendations. The research aims to analyze the impact of globalization on the movie industry in the context of Cineworld London, evaluating its effects and suggesting improvements.

RESEARCH PROJECT

TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................2
TOPIC..............................................................................................................................................4
CHAPTER 1-INTRODUCTION.....................................................................................................4
1.1 Topic Introduction.................................................................................................................4
1.2 Aim........................................................................................................................................5
1.3 Main Objective......................................................................................................................5
1.4 Sub Objective.........................................................................................................................5
CHAPTER 2- LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Overview of Globalization....................................................................................................6
2.3 Definition of Globalization....................................................................................................6
2.4.1 Roots of globalization in the Movie industry.....................................................................7
2.4.2 Importance of Movie industry............................................................................................8
2.4.3 Advantages of globalization on Movie industry.................................................................9
2.4.4 Negative effects of globalization on Movie industry.........................................................9
2.4.5 Ways to improve globalization impact on Movie industry..............................................10
CHAPTER 3- METHODOLOGY.................................................................................................12
3.1 Introduction..........................................................................................................................12
3.2 Place of study.......................................................................................................................12
3.3 Research design...................................................................................................................12
3.4 Survey method.....................................................................................................................13
3.4.1 Population and sampling...................................................................................................14
3.4.2 Data collection..................................................................................................................15
3.5 Measurement........................................................................................................................16
3.6 Ethical consideration...........................................................................................................16
CHAPTER 4- DATA COLLECTION AND ANALYSIS............................................................18
4.1 Data collection.....................................................................................................................18
4.2 Questionnaire.......................................................................................................................18
4.3 Data Analysis and Discussion.............................................................................................20
CHAPTER 5- CONCLUSIONS AND RECOMMENDATIONS................................................31

5.1 Conclusions..........................................................................................................................31
5.2 Recommendations................................................................................................................32
REFERENCES..............................................................................................................................33

TOPIC
The main topic of this research project is: Impact of Globalisation on movie industry Cineworld
London.
CHAPTER 1-INTRODUCTION
1.1 Topic Introduction
Globalization has a huge impact on all industry but mainly it has a huge impact on
Movie industry. Globalization has helped in increasing contacts between world wide television
and movie industry. Globalisation has also helped in internationalization of film and television
industry. Due to this foreign market is affecting Movie industry in a drastic way both positively
and negatively. As a result movie industry is continuously bringing changes within their film
making, editing, releasing etc. Globalization has also increased scope of this industry, changes
the way Movie are made, seen or promoted. and with this international competition has also
increased. This industry need to adopt all the changing trends, culture within their industry
(Nanda, Pattnaik and Lu, 2018). Globalization has also helped in increasing popularity of this
industry as well. It has been observed that this industry has also helped in increasing employment
as well as economy of countries as well. Globalization is continuously changing their marketing
ways, type of Movie and many more.
Cineworld London is world's second largest cinema chain present in 10 countries such as
UK, US, Romania, Ireland, Poland, Hungary, Israel, Czech Republic, Slovakia and Bulgaria.
They are the main leading cinema operator in UK with maximum market share. They mainly
aims on providing their customers with best place to watch Movie where they can easily the way
they want to experience their Movie. Cineworld provides different ways through which
customers can watch Movie like in 2D, 3D, 4DX, Screen X, Superscreen, VIP, IMAX. All the
type of screens has different prices according to the customers. Due to Cineworld's global
presence globalization is impacting them in many ways. This has also increased the scope of
Cineworld like other cinemas as well. They are today mainly focusing on showcase different
types of cinema in different language (Mitkus and Nedzinskaite-Mitke, 2016). As Cineworld is
present in 20 different country they can showcase Movies in 10 different languages. But other
than all the positive advantage of globalization there are many negative effects of globalization
as well. As it is affecting local products or movie drastically. Importance of local drama, films is
decreasing with the number audience and viewers. The demand for local films is also decreasing

continuously and not only this today many movies makers are focusing on making and marketing
internationally and and few of them are focusing making local movies as well as marketing.
Audience is getting attracted towards trendy movie rather then local movies as such kind of
movies as huge influence on audience as compared to local movies (Hitt, Ireland and Hoskisson,
2016). These positive and negative impact of globalization on movie industry has created a need
to study the impact of Globalization on movie industry Cineworld London.
1.2 Aim
Main Aim of this research project is: To Analyse the impact of Globalization on movie
industry Cineworld London.
1.3 Main Objective
The main objective of the research topic is: To evaluate impact of globalization on movie
industry.
1.4 Sub Objective
There are five sub objectives of this research paper which will be discussed in this
research paper in detail. Sub objectives are:
 To identify roots of globalization in the Movie industry.
 To analyse importance of Movie industry Cineworld industry.
 To study the advantages of globalization on Movie industry.
 To evaluate negative effects of globalization on Movie industry.
 To recommend ways to improve globalization impact on Movie industry.

CHAPTER 2- LITERATURE REVIEW
2.1 Introduction
Literature review can be defined as an evaluation and search of previously published
research articles which helps in briefly understanding about research topic. In other words it
helps in understanding the research topic and the way research should be carried forward. It also
helps in understanding all the main key aspects of the research topic that are needed to be
adhered. It also helps in gathering all the information in order to identify and fill the current gap
in research. It also helps the researcher to have in depth knowledge which helps the researcher in
understanding the research topic clearly in order to complete the research. This literature review
will lay emphasis on definition and overview of globalization, roots of globalization in the
Movie industry, distinguishing features of Movie industry Cineworld industry, advantages of
globalization on Movie industry, negative effects of globalization on Movie industry and ways to
improve globalization impact on Movie industry.
2.2 Overview of Globalization
According to Beck, (2018) Globalization provides organizations within a industry with
various opportunities which helps them to become a part of world's economy. Advancement in
technology is increasing the impact of globalization on all the industry which is not only making
communication within organizations much more easier both locally and internationally it is also
increasing international tractions within the companies quicker. Globalization affects many
organizations, socio-culture resources, economies, environment. It has also helped in increasing
international trade by reducing international trade barriers which has also helped in reducing
overall price of products, increased quality of the products which has eventually helped in
increasing the overall national economy.
2.3 Definition of Globalization
As per the view of Pieterse, (2019) Globalization can be defined as a process through
which integration and interaction among companies, government, organizations worldwide
increases and due to which companies or organizations can start operating at international scale.
It is one of the reason which helps the organizations to expand their business and enter into
international market in order to increase their customer base, profit, revenue. Globalization has
increased exchange of ideas, culture, trade within different organizations.

2.4.1 Roots of globalization in the Movie industry
As described by Kwon, (2016) globalization is the main factor which is influencing
Movie industry from long time which is increasing competition at global level. This is helping
movie industry of all the countries to synchronize with the outer world. This effect of
globalization is deeply rooted with this industry which is affecting Movie industry in various
ways which can be both ideological as well as economical. Since the starting of 20th century
effect of globalization was started to be seen in this industry. In fact it became one of the main
source though which reaching large audience and viewers was becoming easy. At the time of
world war first, the Movie industry was the main source though which peace messages were
spread to other countries. But it was seen that with the passing years importance of British movie
industry was overlapped by Hollywood movies. In fact Hollywood Movie industry used to
dominate European market due to which American movie industry was becoming a threat film
industry as well as to their culture because most of the people within their industry were adopting
American culture.
As described by Kloosterman and Koetsenruijter., (2018) That the domination of
American movies was not only seen on European Movie industry but in fact its effect was on
global level. But after world war second, dominance of American movies was degrading
continuously as American government many regulations due to which they had to decrease
internationalization of their films. This was the golden era for European movie industry as they
started to rise and also started to establish themselves globally. Slowly market share of European
movie industry has increased to 60 percent at global level. Till the end of 20th century European
movies started partnership with other Movie industry started making movie with other as well.
At the starting of 21st century Cineworld entered into global market and established themselves
by increasing their presence in more than 5 countries. Today they are present in more than 10
countries. Kloosterman and Koetsenruijter., (2018) Further says that this globalization will
continue to deepen its roots within movie industry and will impact both positively and
negatively. In the coming years impact of globalization will only increase and it will completely
depend upon industry to industry that whether they want to adopt positive features or negative
features of this globalization.

2.4.2 Importance of Movie industry
As per the view of Archer-Brown and et.al., (2017) Movie industry consist of movie
making, producing, chorography, film festivals, cinema houses. It plays a significant role in
entertainment industry in fact it is one of the major source of entertainment. It is a combination
of both audio and video feature film. A great Movie not only impacts people economically but it
also impacts them mentally, culturally, socially as well. This industry plays a vital role in the
economy of the country and has also helped in creating employment opportunities for people.
This industry not only helps in generating revenue for the government but this industry is also
one of the major source of income for families who work in this sector. For government it is also
one of the major source of income because tax imposed and generated from this industry is
massive and is one of the major source of economy.
Further explained by Karray and Debernitz, (2017) Movie industry also plays a vital role
in educating people as well. It works as an educational tool because there are many films that
works as an educational purpose for educating the society. In fact sometimes it also helps in
removing misconception of people or society. There are many movies that has either helped in
reviling unknown facts about the society or has helped in removing the misconception of the
society or helps in educating people about certain things. Due to such reasons its importance in
educating people or society is increasing and as a result it has become a valuable learning tool.
Many films made in this industry works as an influencer as well i.e. it helps in influencing
people's thoughts or their mindset as well. It plays a vital role in influencing the society as well
as individual's thinking as well. Movie industry not only affects people's thinking but it also
affects the current trends of the society i.e. it affects the way people think, dress, speak, eat and
many more activities. Films has developed their own importance in developing feeling of
nationalism among people, encouraged cohesiveness as well as nation building. Wang and Guo,
(2017) Has demonstrated another importance of this movie industry which is that it has helped in
building a better society by delivering good messages to the society, by promoting peace, good
morals and by guiding public with different and better opinion, for example there are many
movies which has helped in demonstrating independence or women empowerment within the
society. In other words this industry has helped in improving the society, maintaining current
trends, increasing a countries economy, generating empowerment. This shows that this movie
industry plays a vital and important role not only in the society but for countries as well.

2.4.3 Advantages of globalization on Movie industry
According to the view of Lorenzen, (2018) Globalization has helped the Movie industry
to grow and expand drastically. Globalization on movie industry has provided various kinds of
advantage to this industry and to the organizations within them. One of the main advantage of
globalization is that it has helped this industry to enter into international market and expand their
customer base. Organizations lime Cineworld with the help of globalisation has establish
themselves in 10 countries. They showcase many movies in different languages in various forms.
Due to globalization today this movie industry is a billion dollar industry and one of the top
money making industry. It has also helped this industry to expand their roots in international
market by gaining popularity. Due to this globalization many people within this industry has
successfully gained popularity internationally. Due to this internationalization movie industry of
different countries has helped them to understand different nations culture their view points, their
way of working and many more things.
In addition to this Chapain and Stachowiak, (2017) has explained that Globalization in
movie industry has helped in generating both cultural and social awareness within the society or
individuals. Idea or view points shown within films helps the society to understand and update
themselves with the current trends and culture not only for the same nation but for other
countries as well. People working within this industry also get advantage of globalization as they
get to visit different countries for shooting, they get to meet international celebrities for shooting
purpose as well. Globalization has also helped this industry to adopt and work in different
environment and get to know other countries culture, working environment, working ways as
well. An other benefit that this industry gains form internationalization is that many current
global issues or news gives this industry a new topic to study on so that they can make movies or
television serials on it. Many global issues or controversies are main ideas that gives this industry
an idea to work on so that that issue can be explained to the public or society in a better way.
2.4.4 Negative effects of globalization on Movie industry
As elaborated by Farrell and Morris, (2017) If globalization has many advantages on
movie industry then it also has some negative effects on this industry. One of the main negative
effect of globalization is that Due to this people or society can get negatively influenced by a
topic of a culture or a trend if the information presented within the movies is not correct or
falsely presented. Not only this due to this internationalization exploitation of labours is also

done like junior level people are made to do more work in less budget. Another negative impact
of globalization is seen on the local movie industry as due to this internationalization value of
local movie industry is degrading constantly. Most of the people get attracted towards top
international movies and due to this local movies business is impacted in a drastic way. Not only
this people working within local industry get affected financially, as well as they do not get to
move ahead in their carriers. So it can be said that People working locally are the ones who get
the hardest hit by this globalization in terms of financial stability, employment and in various
other ways.
As per the view of Steenkamp, (2019) Due to international brands within this industry
the local industry and the upcoming directors working in this industry gets overpowered. They
do not get a chance to boost their carriers. This is increasing the line between top and average
performers working within this industry as the top performers importance and global presence is
increasing whereas the average performers are getting overpowered by others. Cohen, (2017)
further explains that Another negative impact of globalization on movie industry is seen in the
form of piracy. Piracy of movies is one of the main concern which is being faced by this industry
as it is continuously increasing and due to which movie industry faces financial loss as well as
copyright issues. It has been observed that these piracy issues are increasing at global level
across this industry. It is a concern because many times it happens that due to this globalization
international movies are being released at different dates in different countries due to which
those movies get illegally released on internet where people can watch it free of cost. So it can be
said that if this globalization has positive impact on the society then it also have some negative
impacts as well on this movie industry.
2.4.5 Ways to improve globalization impact on Movie industry
According to the view of Hitt, Ireland and Hoskisson, (2016) Negative impact of
globalization on movie industry can be reduced in various ways. It has been observed that
globalization cannot be undone but however it can be reduced as well as improved. One of the
main way to improve its effect on movie industry is by adopting all the rules and regulation of
government so that exploitation of labour can be reduced. Other than this by adopting various
kinds of security and privacy measures piracy of movies can be reduced. This will help the
movie industry to regain their financial as well as audience and viewers loss. Some guidelines
should be set by this industry will help all the organizations as well as people working in this

industry to work within those regulations so that overpowering within this industry can be
reduced.
Further explained by Xie and Cheng, (2018) impact of globalization can be reduced by
removing cultural or international barriers due to which sometimes it becomes difficult for the
organizations to release their movies or television serials in other nations. By removing such
barriers it will becomes easy for movie industry to expand in a better ways. Various kind of
regulations can be made which will help in filtering out all the unwanted or wrong information
presented within the movies so that it will not influence people in a negative way or will not
destroy their ideas, thinking or mentality negatively. These regulation will work as a regulatory
power which will help this industry to reduce false information spreading or which can destroy
society culture. This will further improve the quality of movies or television serials that are made
so that it influence people only positively. This way the overall quality of movie industry can be
improved, exploitation can be reduced, industry can gain financial stability, piracy can be
reduced and not only this the different between top artist and average artist can also be reduced
in a positive way.

CHAPTER 3- METHODOLOGY
3.1 Introduction
Research methodology provides an overview of all the methodologies used within
research in order to complete it (Kim and et.al., 2016). It helps in collecting adequate
information for the research which helps in collecting adequate data for making decisions.
Research methodology consist of data collection method, research design, survey method,
sampling method, research philosophies research issues, limitations and Ethical considerations.
However, research methodology here will lay emphasis on Place of study, research design,
survey method, sampling and population, data collection, data administration, measurement and
ethical consecrations. All these methods helps in collecting adequate and accurate information
for the research, helps in analysing the information correctly in order to collect accurate results
for decision making.
3.2 Place of study
This research will be conducted on movie industry. Place of study of this research is
Cineworld London which is world's second largest cinema chain present in almost 10 countries
with more than 9,500 screens. They are the main leading cinema operators in UK with maximum
market share. It will help the researcher to understand the impact of Globalisation on movie
industry both positively and negatively.
3.3 Research design
Research design can be defined as structure of any research paper. It helps in making the
research more systematic as well as gives direction to it. Different authors have different
definitions of research design and categorise it in different forms (Creswell and Poth, 2017).
Each form or type is different form another and have different advantages and disadvantages.
One of the most basic type of design are qualitative and quantitative research design.
Quantitative research design is a method which uses statistical or mathematical ways to measure
the collected information. In other words measuring level in this completely depends upon
calculations and numbers. It is mostly used to generate a hypothesis which is needed to be
proved or disapproved. Data of this is mostly collected in the form of response that is collected
from various respondents. In this collected sample size is mostly large. Qualitative research
design is a method which is mostly used to analyse participants responses, behaviour, opinions,
motives and many more. It is one of the oldest way or method which is used by the researchers to