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Effects of Celebrity Media Exposure on Box-Office Performance

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  • Julianne Treme

Abstract

This article examines the relation between box-office performance and celebrity media exposure, as measured by appearances in the celebrity magazine, People. This study employs variables that capture different time periods to test whether People magazine appearances were merely part of a general promotional effort by a studio or whether appearances reflected the popular appeal of the actor. The results indicate that promotional appearances do not significantly affect box-office revenues. In fact, it is the star's popular appeal reflected in appearances prior to the promotional push that significantly affect box-office success.

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File URL: http://www.tandfonline.com/doi/abs/10.1080/08997761003590457
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Bibliographic Info

Article provided by Taylor & Francis Journals in its journal Journal of Media Economics.

Volume (Year): 23 (2010)
Issue (Month): 1 ()
Pages: 5-16

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Handle: RePEc:taf:jmedec:v:23:y:2010:i:1:p:5-16

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  1. S.S. Vickner, 2004. "Media Coverage of Biotech Foods and Influence on Consumer Choice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(5), pages 1238-1246.
  2. Charles J. Mullin & Lucia F. Dunn, 2002. "Using Baseball Card Prices to Measure Star Quality and Monopsony," Economic Inquiry, Western Economic Association International, vol. 40(4), pages 620-632, October.
  3. Mohanbir S. Sawhney & Jehoshua Eliashberg, 1996. "A Parsimonious Model for Forecasting Gross Box-Office Revenues of Motion Pictures," Marketing Science, INFORMS, vol. 15(2), pages 113-131.
  4. David A. Reinstein & Christopher M. Snyder, 2005. "THE INFLUENCE OF EXPERT REVIEWS ON CONSUMER DEMAND FOR EXPERIENCE GOODS: A CASE STUDY OF MOVIE CRITICS -super-* ," Journal of Industrial Economics, Wiley Blackwell, vol. 53(1), pages 27-51, 03.
  5. Victor Ginsburgh & David Throsby, 2006. "Handbook of the economics of art and culture," ULB Institutional Repository 2013/1673, ULB -- Universite Libre de Bruxelles.
  6. Victor Ginsburgh, 2001. "Economics of arts and culture," ULB Institutional Repository 2013/1869, ULB -- Universite Libre de Bruxelles.
  7. Ravid, S Abraham, 1999. "Information, Blockbusters, and Stars: A Study of the Film Industry," The Journal of Business, University of Chicago Press, vol. 72(4), pages 463-92, October.
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Cited by:
  1. Julianne Treme & Zoe VanDerPloeg, 2014. "The Twitter Effect: Social Media Usage as a Contributor to Movie Success," Economics Bulletin, AccessEcon, vol. 34(2), pages 793-809.

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