The impact of movie titles on box office success

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The movie lifecycle comprises production, distribution, and exhibition factors. In general, the most significant expenses are associated with the production factors. However, the movie title is one of the relatively inexpensive production factors that a studio can use to its advantage. This study examines how an informative movie title, that is, a movie title that contains information about its genre or storyline, affects a movie's box office revenue. This study used an analysis of a 5-year period in the South Korean movie market to show that an informative movie title has a positive impact on box office revenue for an under-promoted movie, where prerelease promotional activities are measured by the volume of prerelease media exposure. However, this impact decreases as prerelease promotional activities increase. This mechanism not only contributes to the understanding of the film industry, but also to the literature on the entertainment industry and brand and firm names.
Publisher
ELSEVIER SCIENCE INC
Issue Date
2019-10
Language
English
Article Type
Article
Citation

JOURNAL OF BUSINESS RESEARCH, v.103, pp.100 - 109

ISSN
0148-2963
DOI
10.1016/j.jbusres.2019.06.023
URI
http://hdl.handle.net/10203/263838
Appears in Collection
RIMS Journal Papers
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