Abstract

http://ssrn.com/abstract=1689294
 
 

Citations (2)



 


 



Impact of Star and Movie Buzz on Motion Picture Distribution and Box Office Revenue


Ekaterina Karniouchina


Chapman University - Argyros School of Business and Economics

October 7, 2010

International Journal of Research in Marketing, Forthcoming

Abstract:     
This study contributes to research on the impact of consumer buzz 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 enhances opening week box office receipts and contributes to the overall movie anticipation (or pre-release movie buzz). However, it can also have a negative impact on revenue during subsequent weeks if the underlying movie fails to resonate with 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. Therefore, the 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 for motion picture success.

Number of Pages in PDF File: 34

Keywords: Star Buzz, Movie Buzz, Cyber Buzz, Motion Pictures, Star Power, Internet Search Data, WOM, Movie Ratings, Search Data, Consumer Ratings

JEL Classification: M31

Accepted Paper Series





Download This Paper

Date posted: October 9, 2010 ; Last revised: October 19, 2010

Suggested Citation

Karniouchina, Ekaterina, Impact of Star and Movie Buzz on Motion Picture Distribution and Box Office Revenue (October 7, 2010). International Journal of Research in Marketing, Forthcoming. Available at SSRN: http://ssrn.com/abstract=1689294

Contact Information

Ekaterina Karniouchina (Contact Author)
Chapman University - Argyros School of Business and Economics ( email )
Orange, CA
United States
(650)892-3755 (Phone)
Feedback to SSRN


Paper statistics
Abstract Views: 467
Downloads: 105
Download Rank: 156,208
Citations:  2

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo1 in 0.328 seconds