 The impact of movie titles on box office successGiwoong Bae and Hye-jin Kim Journal of Business Research, 2019, vol. 103, issue C, 100-109 Abstract: The movie lifecycle comprises production, distribution, and exhibition factors. In general, the most significant expenses are associated with the production factors. However, the movie title is one of the relatively inexpensive production factors that a studio can use to its advantage. This study examines how an informative movie title, that is, a movie title that contains information about its genre or storyline, affects a movie's box office revenue. This study used an analysis of a 5-year period in the South Korean movie market to show that an informative movie title has a positive impact on box office revenue for an under-promoted movie, where prerelease promotional activities are measured by the volume of prerelease media exposure. However, this impact decreases as prerelease promotional activities increase. This mechanism not only contributes to the understanding of the film industry, but also to the literature on the entertainment industry and brand and firm names. Keywords: Movie title; Media exposure; Movie industry; Entertainment marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:103:y:2019:i:c:p:100-109 DOI: 10.1016/j.jbusres.2019.06.023 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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