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on Cultural Economics |
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Issue of 2015‒03‒13
one paper chosen by Roberto Zanola Università degli Studi del Piemonte Orientale “Amedeo Avogadro” |
| 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: | http://d.repec.org/n?u=RePEc:pdn:dispap:11&r=cul |