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Title
"To infinity and beyond!" : a genre-specific film analysis of movie success mechanisms / Daniel Kaimann, University of Paderborn
AuthorKaimann, Daniel
PublishedPaderborn : Universitätsbibliothek, 2017 ;
Edition
Elektronische Ressource
Description1 Online-Ressource (28 Seiten)
LanguageEnglish
Document TypesScientific Article (Published Electronically)
URNurn:nbn:de:hbz:466:2-27785 
DOI10.17619/UNIPB/1-34 
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"To infinity and beyond!" [0.66 mb]
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Abstract (English)

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 companys 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 movies commercial appeal. Additionally, word-of-mouth creates reputation effects that also significantly affects box office gross.

License
CC-BY-License (4.0)Creative Commons Attribution 4.0 International License