|US Pop Culture Abroad -|
Cesare Asaro, Kirstie Shephard,
Harold Buchholz & Adam B. Finer
I had no idea, but according to the international marketing specialists on this panel, the 1950’s and Archie are the idealized perception of America in a lot of countries. Kirstie Shepard (Curio & Co.), the moderator, told us that 1950’s America has positive cache around the world, and that their most successful international campaigns reference vintage ads. She said (wild understatement) that there is a big difference between perception and reality.
Other interesting commentary from these panelists, who included Cesare Asaro (Finding Frank & His Friend); Harold Buchholz (Sr VP Archie Comics) & Adam B. Finer (Universal Pictures, NY Film Academy):
- Happy Days is very popular in Italy because it reminds people of the liberation after WW2.
- In some markets, Captain America is called “The First Avenger.”
- The international market is quickly overtaking the US market.
- Internationally, people don’t always get the punchline of a joke, but visual humor translates well in most regions.
- We have so many sequels because companies are buying name recognition. Marketing an unknown property is very expensive.
- Japan is the first post-apocalyptic country, and is obsessed with Robots! Robots! Robots!