| By: |
Daniel Kaimann (University of Paderborn) |
| Abstract: |
The objective of this study is the analysis of movie success mechanisms in a
genre-specific context. Instead of the examination of all time box office
champions, we focus on the two film genres of computer animated and comic book
based films. By introducing the concept of the motion-picture marketing mix,
which represents a set of tactical marketing tools in order to strengthen a
companyÕs strategic customer orientation, we are able to systematically
identify key movie success factors. We conduct a cross-sectional empirical
analysis across regional distinctions based on dataset that covers a time
horizon of more than 30 years. We find empirical evidence that actors with ex
ante popularity, award nominations and the production budget represent key
movie success mechanisms and significantly influence a movieÕs commercial
appeal. Additionally, word-of-mouth creates reputation effects that also
significantly affects box office gross. |
| Keywords: |
Motion-Picture economics, Marketing mix, Key success factors, Film genre, Seemingly unrelated regressions |
| JEL: |
C31 L10 L82 |
| Date: |
2014–08 |
| URL: |
https://d.repec.org/n?u=RePEc:pdn:dispap:11 |