论文部分内容阅读
已有很多文献多关注口碑对电影本身票房的影响。本文突破以往研究的理论框架,从动态竞争理论的视角探讨同档期电影口碑对于票房收入的影响。本文提出,同档期电影之间存在动态竞争的关系,目标电影的票房收入不仅取决于电影自身的口碑,还和同档期其他电影的口碑有关。研究使用2011年至2014年780部在中国内地上映的电影票房和网络口碑数据,发现目标电影口碑效价与同档期内电影最高口碑效价的差距越大,目标电影的票房收入越小。研究还发现,档期的热门程度和同档期电影数量有助于调节这种负向作用。在此基础上,本文还讨论了电影档期选择的营销策略。
Much literature has focused on the impact of word-of-mouth on the box office itself. This article breaks through the theoretical framework of previous studies and explores the impact of word-of-mouth movies on the box office receipts from the perspective of dynamic competition theory. This paper proposes that there is a dynamic competition between movies of the same schedule. The box office revenue of the target movie depends not only on the movie’s own reputation, but also on the reputation of other films in the same period. The study uses the data of 780 box office movies and online word of mouth released in the mainland of China from 2011 to 2014 and finds that the difference between the target movie reputation and the highest word-of-mouth performance in the same period shows that the target box office receipts are smaller. The study also found that the popularity of stalls and the number of movies in the same period helped to regulate this negative effect. On this basis, this article also discusses the marketing strategy of movie schedule selection.