Modeling the migration of cultural goods: a macro-economic study of domestic Chinese cinema

This article investigates the migration of cultural goods such as movies in the burgeoning commercial exhibition marketplace of China. Based on prior research on the movie industry and theatrical releases, this empirical study models the dynamic relationships between cinema attendance and the number of cinema screens in response to consumer mindset shifts in terms of predetermined and exogenous variables. These relationships are established and estimated by applying the Vector Auto-Regression (VAR) and Seemingly Unrelated Regressions (SUR) techniques. The regression analyses are executed over 96 observations spanning from May 2005 to April 2013. A key empirical finding is that cultural goods such as movies are affected by a variety of market and economic factors. Another significant finding is that income and admission price will not significantly affect the Chinese cinema-goers’ consumption behaviors, whereas they may alter the market expectation of the exhibitors. In recent years, the prevalence of Internet options has further promoted a more competitive market of choice, quality, and prices. This is an area worthy of further scholarly investigation.