As Hollywood relies heavily on global markets, it is particularly important for studios to understand how their decisions, including on casts, may affect their movies’ box-office in foreign markets. Anecdotal evidence shows that casting actors with similar facial features may be problematic in foreign markets, often disorienting international audiences.

• Verdiana Giannetti(Leeds University Business School)
• Jieke Chen(Leeds University Business School)
• Xingjie Wei(Leeds University Business School)