With a focus on the moral context of the cultural industry, we examine the worldwide spread of reputation loss associated with the Harvey Weinstein sex scandal in the film industry. Specifically, we explore how the scandal and the related #MeToo moral movement affect the box office of multinational enterprises (MNEs) in international markets. By leveraging an institutional approach, we predict that extensive traditional and digital media coverage of #MeToo in a host country will promote attention convergence, and robust formal and informal institutions of gender equality will drive moral convergence. Attention and moral convergence foster the cross-country spread of reputation loss following the scandal, potentially penalizing MNEs associated with The Weinstein Company and adversely affecting their international revenue. Conversely, differences in traditional and digital media coverage and misaligned formal and informal institutions hinder the spread of reputation loss. We support our predictions with weekly global box office revenue data for film MNEs from 2015 to 2019 across 86 countries and a difference-in-difference specification. Our study provides insights into research on cultural industries and international business, emphasizing the role of mass media and institutions in the worldwide moral movement. We also discuss the social impact of our study on gender equality.

我们重点关注文化产业的道德背景，研究了与电影业哈维·韦恩斯坦性丑闻相关的声誉损失在全球范围内的蔓延情况。具体来说，我们探讨了丑闻和相关的#MeToo 道德运动如何影响跨国企业 (MNE) 在国际市场上的票房。通过利用制度方法，我们预测东道国对 #MeToo 的广泛传统和数字媒体报道将促进注意力趋同，而强有力的正式和非正式的性别平等制度将推动道德趋同。丑闻发生后，注意力和道德趋同促进了声誉损失的跨国蔓延，可能会惩罚与韦恩斯坦公司相关的跨国企业，并对其国际收入产生不利影响。相反，传统和数字媒体报道的差异以及正式和非正式机构的错位阻碍了声誉损失的蔓延。我们通过 2015 年至 2019 年 86 个国家/地区跨国电影公司的每周全球票房收入数据和双重差分规范来支持我们的预测。我们的研究提供了对文化产业和国际商业研究的见解，强调大众媒体和机构在全球道德运动中的作用。我们还讨论了我们的研究对性别平等的社会影响。