As an important medium for communication， film and television products inevitably encounter the phenomenon of "culture discount" in cross?culture dissemination， which poses a significant barrier to interculture exchange in the context of globalization. Investigating into the causes of "culture discount"， such as the differences between culture perception levels and internal structures， the deviations in communicative contexts， and the obstacles from heterogeneous elements in culture translation， can help clarify the challenges during the cross?culture dissemination of film and television products. By triple strategies， namely constructing a shared meaning space， adopting a "glocalized" approach for creation， and achieving efficient culture translation， the "culture discount" of film and television products intends to be reduced， enabling them to maximize mental exchange globally.