Reviewing the reviewers: The impact of individual film critics on box office performance |
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Authors: | Peter Boatwright Suman Basuroy Wagner Kamakura |
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Institution: | (1) Tepper School of Business, Carnegie Mellon University, Pittsburgh, PA 15213, USA;(2) Florida Atlantic University, Jupiter, FL 33458, USA;(3) Fuqua School of Business, Duke University, Box 90120, Durham, NC 27708, USA |
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Abstract: | Critics and their opinions or critical reviews play a major role in many markets. Marketing research on how critics impact
product performance has so far examined an aggregate critic effect. An obstacle in studies examining the relationship of aggregate
critical opinion and product sales is the close association between the intrinsic quality of a product and the aggregate opinion
regarding the product. Our analysis parses out these two effects, allowing us to distinguish individual critics who are simply
good at identifying products with popular appeal from those who act as opinion leaders and engender early product sales. The
role of critics is especially prominent in the film business, in which one finds multiple expert opinions about each movie
and where critics’ endorsements are used in advertising. In the context of the motion picture industry, our research investigates
the impact of individual film critics on the market performance of movies, where specific key critics and reviewers may serve
as market gatekeepers, and where various critics may have different types of impacts on product performance.
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Keywords: | Entertainment marketing Motion picture distribution and exhibition Movie choice Predictors Influencers Wide-release Platform-release Movie critics Stochastic variable selection Bayesian models New product research |
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