"To infinity and beyond!"? A genre-specific film analysis of movie success mechanisms
AbstractThe objective of this study is the analysis of movie success mechanisms in a genre-specific context. Instead of the examination of all time box office champions, we focus on the two film genres of computer animated and comic book based films. By introducing the concept of the motion-picture marketing mix, which represents a set of tactical marketing tools in order to strengthen a company’s strategic customer orientation, we are able to systematically identify key movie success factors. We conduct a cross-sectional empirical analysis across regional distinctions based on dataset that covers a time horizon of more than 30 years. We find empirical evidence that actors with ex ante popularity, award nominations and the production budget represent key movie success mechanisms and significantly influence a movie’s commercial appeal. Additionally, word-of-mouth creates reputation effects that also significantly affects box office gross.
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Bibliographic InfoPaper provided by University of Paderborn, CIE Center for International Economics in its series Working Papers with number 38.
Length: 28 pages
Date of creation: Sep 2013
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Web page: http://www.uni-paderborn.de/fakultaeten/wiwi/department4/cie/
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Film economic; Key success factors; Film genre; Seemingly Unrelated Regression;
Find related papers by JEL classification:
- C31 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models; Quantile Regressions; Social Interaction Models
- L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-06-05 (All new papers)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Arthur De Vany & W. David Walls, 2002.
"Does Hollywood Make Too Many R-Rated Movies? Risk, Stochastic Dominance, and the Illusion of Expectation,"
The Journal of Business,
University of Chicago Press, vol. 75(3), pages 425-452, July.
- De Vany, A. & Walls, W.D., 2000. "Does Hollywood make too many R-Rated Movies? Risk, Stochastic Dominance, and the Illusion of Expectation," Papers 99-00-24, California Irvine - School of Social Sciences.
- De Vany, A. & Walls, W.D., 1999. ""Uncertainty in the Movies: Does Star Power Reduce the Terror of the Box Office?"," Papers 98-99-10, California Irvine - School of Social Sciences.
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