Impact of star and movie buzz on motion picture distribution and box office revenue
Ekaterina V. Karniouchina
International Journal of Research in Marketing, 2011, vol. 28, issue 1, 62-74
This study contributes to research on the impact that consumer buzz has on movie distribution and box office success by examining the impact of buzz generated about the individual stars and about the movie itself. The results indicate that movie buzz is instrumental in boosting box office revenue throughout the theatrical release, not just in the later run, as has been suggested in previous studies. Star buzz can enhance box office receipts during the opening week and can contribute to the public's anticipation of the movie pre-release. However, early buzz can have a negative impact on revenue during subsequent weeks if the movie fails to resonate with the audiences. Model simulations reveal that, even for poorly received films, the overall impact of star buzz is positive because the initial revenue boost normally outweighs the later decline. Thus, this study empirically demonstrates the positive impact of star buzz on revenue, which helps shed light on the long-standing debate regarding the importance of star participation in the success of a movie.
Keywords: Star buzz; Movie buzz; Cyber buzz; Motion pictures; Star power; Internet search data (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:28:y:2011:i:1:p:62-74
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