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Relating entertainment features in screenplays to movie performance: an empirical investigation

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  • Brianna JeeWon Paulich

    (University of South Florida)

  • V. Kumar

    (Indian School of Business
    MICA
    IIM
    WE School)

Abstract

The performance of entertainment products depends on their ability to transport the audience into the narrative. Deriving entertainment features (imagery and display of emotions) from screenplays, we empirically test the theory-inspired conceptual framework. The proposed framework details the nonlinear effects of imagery and display of emotions and their synergistic effects on box office performance. We correct for the sample selection bias using a sample of unproduced and produced screenplays as well as for the endogeneity due to the omitted variable bias. The results show that the increase in the relative number of characters and dialogs, decrease in scene pace, and increases in emotionality and positivity improve the box office return on investment (ROI) at a decreasing rate. A 1% desired change in entertainment features corresponds to a 1.97% increase in ROI, which is equivalent to a $1.24 million increase in revenue (assuming an average budget). Overall, this study enables film studios to identify and craft screenplays that have the potential to perform well in the box office.

Suggested Citation

  • Brianna JeeWon Paulich & V. Kumar, 2021. "Relating entertainment features in screenplays to movie performance: an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1222-1242, November.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:6:d:10.1007_s11747-021-00794-y
    DOI: 10.1007/s11747-021-00794-y
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    1. Rubin, Dan & Mohr, Iris & Kumar, V., 2022. "Beyond the box office: A conceptual framework for the drivers of audience engagement," Journal of Business Research, Elsevier, vol. 151(C), pages 473-488.
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    3. Soumya Mukhopadhyay & V Kumar & Amalesh Sharma & Tuck Siong Chung, 2022. "Impact of review narrativity on sales in a competitive environment," Production and Operations Management, Production and Operations Management Society, vol. 31(6), pages 2538-2556, June.
    4. Junzhou Zhang & Yuping Liu-Thompkins, 2024. "Personalized email marketing in loyalty programs: The role of multidimensional construal levels," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 196-216, January.

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