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Have You Read That Book? No, But I’Ve Seen The Film: An Event Study On The Impact Of Film Releases

Author

Listed:
  • Michela Ponzo

    (Department of Economics, Statistics and Finance 'Giovanni Anania', University of Calabria, Rende (Italy))

  • Vincenzo Scoppa

    (Department of Economics, Statistics and Finance 'Giovanni Anania', University of Calabria, Rende (Italy))

  • Idola Francesca Spanò

    (Department of Economics, Statistics and Finance 'Giovanni Anania', University of Calabria, Rende (Italy))

Abstract

Films are often adaptations of novels. Using weekly bestseller list data spanning 50 years (1975–2024) and leveraging the panel structure of the data at the book-week level, we implement an Event Study Design to evaluate the impact of a film’s release on a book’s probability of entering the bestseller list after the release. After controlling for book’s and author’s characteristics, as well as time fixed effects, we find that film releases have an initial positive impact on book sales, followed by a later negative effect. Specifically, immediately after a film’s release, the probability of a book appearing on the bestseller list increases by approximately 15 percentage points. This effect is likely driven by heightened media attention and a coordination mechanism among readers. However, despite the short-term positive impact, a negative effect emerges around six months after the release, potentially because films serve as substitutes, leading some consumers to watch the film instead of reading the book.

Suggested Citation

  • Michela Ponzo & Vincenzo Scoppa & Idola Francesca Spanò, 2025. "Have You Read That Book? No, But I’Ve Seen The Film: An Event Study On The Impact Of Film Releases," Working Papers 202501, Università della Calabria, Dipartimento di Economia, Statistica e Finanza "Giovanni Anania" - DESF.
    • Handle: RePEc:clb:wpaper:202501
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    File URL: http://www.ecostat.unical.it/RePEc/WorkingPapers/WP01_2025.pdf
    File Function: First version, 2025-10
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    Keywords

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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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