The impact of marketing and critical reviews on the commercial success of motion pictures, and the moderating role of the movie's artistic identity. The case of French films in France

Stéphane Debenedetti () and Hélène Laurichesse ()
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Stéphane Debenedetti: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: In this paper, we investigate the impact of marketing and critical reviews on the commercial success of 278 new French films released in 2003 and 2004. Our results generally confirm previous research: in France, marketing and critical reviews are the two best predictors of a film's success. Our analysis also shows that the film's market identity (mainstream or artistic) moderates the relationships between marketing or critical reviews and commercial success.

Keywords: Movie; critical review; artistic identity; Film; marketing; critique; identité artistique; box office (search for similar items in EconPapers)
Date: 2009-06-28
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Published in 10th International Conference on Arts and Cultural Management, Jun 2009, Dallas, États-Unis

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00635864

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