The role of network embeddedness in film success

Grant Packard, Anocha Aribarg, Jehoshua Eliashberg and Natasha Z. Foutz

International Journal of Research in Marketing, 2016, vol. 33, issue 2, 328-342

Abstract: In the early stage of film development when producers assemble a development team, it is important to understand the means by which different team members may contribute to the film's box office. Building upon theories from marketing and sociology, we propose that these contributions arise from team members' positions, or embeddedness, in a social network weaved through past film collaborations. These collaborations provide team members with opportunities to draw knowledge and skills from the network for new film projects. Our conceptual framework accentuates two aspects of network embeddedness: positional embeddedness (PE)—how well a person is tied to well-connected others, and junctional embeddedness (JE)—the extent to which a person bridges sub-communities in the industry. We examine how the importance of PE and JE varies by functional role (cast versus crew), and is moderated by the film's studio affiliation.

Keywords: Entertainment marketing; Motion pictures; New product development; Collaboration networks; Network embeddedness; Functional roles (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:2:p:328-342

DOI: 10.1016/j.ijresmar.2015.06.007

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