Julian Hofmann est professeur associé en Marketing et a rejoint l’EM Normandie en 2016. Il est titulaire d’un doctorat en Science de gestion de l’Université de Cologne, Allemagne obtenu en 2012. Sa thèse porte sur la gestion de la marque. Ses recherches portent sur la gestion de la marque, particulièrement dans les secteurs du divertissement et du sport.
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Film industry experts are constantly debating whether the industry’s huge investments in movie stars are profitable. In order to make empirical generalizations, the authors (1) provide a meta-analysis of the relationship between the power of stars and the success of films and (2) analyze a complete dataset of this industry with n=1,545 films. Based on these two studies, four empirical generalizations emerge. First, when we ignore the effects of star selection, the impact of star power on box office revenues is strongly biased upwards. Second, the artistic star power (cf. commercial) is associated with significantly lower box office revenues. Third, on average, films with a commercial star (cf. without a commercial star) generate US$12.46 million in additional box office revenues. In contrast, artistic stardom does not result in a statistically significant increase in revenues. Fourth, commercially successful (artistic) stars have a statistically significant "multiplier effect" of 1.127 (1.083) on other characteristics that influence a film’s revenue.
- Recherche
- Marketing, Vente et Communication
