Hizral Tazzif HishamAzizah Binti Hamzah2024-05-282024-05-2820142047-1278https://oarep.usim.edu.my/handle/123456789/6108Hollywood's dominance of the international film industry took hold after World War 2, and today, it churns out movies that are screened in almost 150 countries across the world. Its enduring grip was the result of World War 1 and 2, which effectively killed off Europe's film industry. Statistics show that between 40 and 90 percent of films screened around the world are either produced in Hollywood or by United States-owned transnational company. In the European continent, Hollywood films controlled 53 % of the French film industry; Canada (87%); and the United Kingdom (73.5 %) in 2003. The scenario is changing especially with advancement of information communication technology (ICT), the one way film direction gradually transform into multidirectional where Hollywood is not the only centre of creative industry. The emergence of many center of creative industry such as Bollywood, Hong Kong, South Korea, Japan and China, Thailand, Phillipines and Malaysia pave the way for flowing of Asian film among Asian and Asean countries. South Korea for example with its strong local film industry and association with big conglomerates launches its Hallayun (Korean Wave) campaign to export film to Asean and Asian countries. The success of South Korea gives inspiration to other countries to adopt and adapt similar strategy. The contra flow of film has opened an opportunity for local film producers to export local films. Merong Mahawangsa and Vikingdom are among films produced by local movie studio - KRU Studio for export and some local film producers were invited to participate in the international film festivals such as Cannes in France and Sundance in America. This shows our local film is gaining international recognition and acceptance. To become film exporter Malaysia needs a strong and vibrant film industry and for that purpose the government has introduced many incentives to spur the growth of local film industry. Among the incentives are allocation of RM200 million fund for local players, rebate for local and international production house which used Malaysia as shooting location. Government has introduced two policies such as National Film Policy and National Creative Industry Policy to give impetus to local film industry.en-USArticle8192232