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2018 | OriginalPaper | Chapter

14. How Important Is It to Get Movie-Goers Onside?

Author : Barrie Gunter

Published in: Predicting Movie Success at the Box Office

Publisher: Springer International Publishing

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Abstract

The importance of audiences’ reactions to new movies has become all the more critical in the digital era in which many take to online micro-blogging and social networking sites to voice their opinions. In these environments, individual cinema-goers can enjoy readerships for their reviews that are every bit as big as those of the best-known professional critics. Opinions can also spread very rapidly or virally in the digital world. Negative opinions might therefore spread quickly enough when voiced by the initial audiences of a new movie to stymie its box office performance. The movie industry will therefore need to engage with this world of amateur reviewers to influence the nature and flow of opinion and develop promotional strategies that can respond quickly to any negativity.

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Title: How Important Is It to Get Movie-Goers Onside?
Author: Barrie Gunter
Publisher: Springer International Publishing
Book: Predicting Movie Success at the Box Office
Print ISBN: 978-3-319-71802-6

Electronic ISBN: 978-3-319-71803-3

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-71803-3_14