“Globalisation as a concept refers both to the compression of the world and the intensification of consciousness of the world as a whole.” Globalisation is permeating the world at an unprecedented rate（Robertson，1992:8）. Hollywood’s percentage share of the global box office and related revenue has increased from 60% in the late 1970s to 90% of today’s market（De Vany，2004:211）.
According to the MPAA’s data in the “Theatrical-Market-Statistics-2014”, 72% of the global box office figures are attributed to countries outside of North America. With the rapid development of U.S. overseas markets, the pace of globalisation of Hollywood has accelerated and deepened (MPAA, 2014).
In the process of globalisation, animated family films have become important. Walt Disney said, “I do not make films primarily for children. I make them for the child in all of us, whether we be six or sixty”(Wikipedia, 2017). Since the 1990s, Disney has led the Hollywood animated film into the family film era. The family film is a new concept of the animated film. Robert defined the family film in Home Alone Together: Hollywood and the ‘Family Film’, stating that family film is not a traditional type of Hollywood movies. Instead, the family film is a symbol of the post-Hollywood film industry, which includes realistic comedy, adventure fantasy, animation, and a mix of live action and animation, and has become a set of narrative, performing, and institutionalized operation (Allen, 1992).
Kung Fu Panda is a typical example representing this era of the Hollywood film industry. While maintaining the independent creativity of the film, it successfully references and utilises a different traditional culture and corresponding national elements into its design and narrative. The architectural style of Kung Fu Panda is retro, with many cute characters and traditional Chinese clothing and diet elements penetrating every detail of the movie. This setting is attractive to Western audiences, and for the Oriental audience, they will feel excited as it is a Western movie.
Kung Fu Panda (2008)
Due to its strong cultural compatibility and elasticity, the animated family film is a popular genre. The deeper reason is that cultural expression will be more flexible in the local and global conversion. There is greater flexibility; for instance, title design, language, stage property, and so on, can all be changed based on different cultures from different countries. “How the films vary, depending on where you watch them” (YouTube, 2017).
Today, Hollywood is a place you can’t define it by geography, we really don’t know where it is (Miller, 2005).
Written by Yilei Peng
Allen, R. C. (1999). Home Alone Together: Hollywood and the ‘Family Film.’. Identifying Hollywood’s Audiences: Cultural identity and the movies, 109-31.
De Vany. Hollywood Economics: How Extreme Uncertainty Shapes the Film Industry[M]. New York: Routledge, 2004:211.
Disney•Pixar International Movie Side by Side | Disney Facts | Oh My Disney, Available from https://www.youtube.com/watch?v=WYrHmkf6Mk8 [Accessed 19 February 2017].
MPAA-Theatrical-Market-Statistics-2014, Available from http://www.mpaa.org/wp-content/uploads/2015/03/MPAA-Theatrical-Market-Statistics-2014.pdf [Accessed 19 February 2017].
Robertson, R. (1992). Globalization: Social theory and global culture (Vol. 16). Sage.
Toby Miller. Globalisation+Hollywood History+Cultural Imperialism+the GATT and Friends=Laissez-Faire Hollywood or State Business. Miller, T., Govil, N., McMurria, J., Maxwell, R., & Wang, T. (2005). Global Hollywood 2 (pp. 1-442). BFI Publishing.
Walt Disney, Available from https://en.wikiquote.org/wiki/Walt_Disney [Accessed 19 February 2017].