An example cited was the film Iron Man 3.

In the version shown in China, additional plots were clumsily added starring Chinese acto rs, but they were deleted in versions of the film shown elsewhere - a move which attracted huge criticism among Chinese netizens.

"If imported movies are all as disrespectful as Iron Man 3, they will enjoy nothing but failure," Wang said.

In comparison, a good example was the animated film Kung Fu Panda 2, which carefully incorporated Chinese elements in its plot, such as the local food and architecture of Chengdu.

Katzenberg said: "We have had the goal from the very beginning, that our movies will not only be translated, but adapted," adding that the DreamWorks operation in China likes to create authentic films to suite local culture s.

Li Dongsheng, chairman of TCL Group, said his company - a Chinese consumer electronics producer - is also considering working with DreamWorks on video and graphics.

He said TCL has a number of cooperation deals in the pipeline with global companies, which are likely to boost its international income from 38 percent of the total to more than half in the future.

Picking up on the overseas business angle, Andy Serwer, managing edito r of Fortune Magazine, added: "There isn't really one universal rule for companies to succeed in overseas markets.

"But for the best companies, it is never just one-way traffic. Look at Starbucks, for example, which developed green tea products for the China market, and then introduced those to the US market, and found they were popular there, too.

"Being flexible and open-minded, adapting and learning are key elements for companies entering emerging markets - you won't succeed without these qualities," Serwer added.