Movie industry experts continuously debate whether the industry’s enormous investments in stars pay off. To derive empirical generalizations, the authors (1) provide a meta-analysis of the relationship between star power and movie success and (2) analyze a comprehensive dataset from that industry with n=1,545 movies. Based on these two studies, four empirical generalizations emerge. First, when ignoring selection effects of stars, the impact of star power on box office revenues is strongly upwards biased. Second, artistic star power (cf. commercial) is associated with significantly lower box office revenues. Third, on average, movies with a commercially successful star (cf. without a commercially successful star) generate 12.46 million US$ additional box office revenues. In contrast, artistic star power does not result in a statistically significant revenue premium. Fourth, commercially (artistically) successful stars have a statistically significant “multiplier effect” of 1.127 (1.083) on other characteristics that influence a movie’s box office revenues.

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Virtual influencers are 100% Computer Generated Influencers created by AI and 3D artists. These virtual influences can model, sing, and even interact with fans—without ever existing in real life. Despite the risks of virtual influencers (e.g., lack of authenticity, ethical and transparency concerns, etc.), they represent enormous opportunities for brands.
ZAMAN Mustafeed - EM Normandie |
- Management Dictionary
- Digital Transformation, Marketing, Sales and Communication