What is it about?
Across the many studies of motion picture box office success, unresolved debates and untested assumptions about the contributing factors persist. This research contributes to the literature on brand equity and 3rd party reviews in a setting (cinema) where no conclusive results had been advanced prior to this contribution. It also significantly and definitively resolves decades-long debates and assumptions about the influencer/predictor role of critics, the value of user reviews and the impact of star actors and directors on box office performance.
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Why is it important?
The three main conclusions of the article are as follows. First, the popularity of stars (market and media appeals) exerts a stronger impact on box office success than their artistic recognition (as per award nominations and wins) at the moment of a movie’s release but not over its extended theatrical run. Whereas the impact of popular stars on box office success decreases over time, the influence of artistically recognized stars remains steady. Second, critics play a dual role, as they influence consumers’ movie choice and predict box office performance by merely reflecting moviegoers’ tastes. Third, this study refutes the assumption that the impact of users’ reviews strengthens over time, relative to critics’ reviews.
Read the Original
This page is a summary of: Debates and assumptions about motion picture performance: a meta-analysis, Journal of the Academy of Marketing Science, October 2017, Springer Science + Business Media, DOI: 10.1007/s11747-017-0561-6.
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