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.
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“Deep” Electronic Word of Mouth involves in-depth online consumer discussions about products and services. It goes beyond surface-level comments, offering thoroughness, authenticity, and influence. Examples include detailed reviews on platforms like Amazon, TripAdvisor and discussions in specialized forums impacting businesses and consumers.
ZAMAN Mustafeed - EM Normandie |
- Dico du Management
- Marketing, Vente et Communication