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| Author: | Karniouchina, E.V. |
| Title: | Impact of star and movie buzz on motion picture distribution and box office revenue |
| Journal: | International Journal of Research in Marketing
2011 : MAR, VOL. 28:1, p. 62-74 |
| Index terms: | film industry distribution revenue customers communication USA |
| Freeterms: | movies star power buzz |
| Language: | eng |
| Abstract: | This study explores the impact of buzz generated about the individual stars and about the movie itself. It is found that movie buzz is instrumental in boosting box office revenue via the theatrical release, not just in the later run, as has been suggested in previous studies. Star buzz can enhance box office revenue during the opening week, possibly contributing to the public's anticipation of the movie pre-release. Yet, early buzz can have a negative impact on revenue during subsequent weeks in the case of the movie failing to resonate with the audiences etc. |
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