Does the star power matter?

Sang-Chul Jung and Myeong Hwan Kim

Applied Economics Letters, 2010, vol. 17, issue 11, 1037-1041

Abstract: This study investigates the role of superstars in the Korean movie industry. We apply a two-step approach: the first step is to test the significance of the star power during 1988-1999 in Korea; the second step is to estimate the magnitude of star power. The appearance of a star actor increases the probability of a hit or success by 15-19% and star power is higher than a director power. A domestic award is associated with positive performance. We find that the top 15 players among 68 actors and actresses significantly impacts on the success of movies.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:taf:apeclt:v:17:y:2010:i:11:p:1037-1041

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DOI: 10.1080/00036840902817490

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