Oscar Buzz and the Influence of Word of Mouth on Movie Success

verfasst von: Owen Eagan

Verlag: Springer International Publishing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book explores why word of mouth is the most important determinant of a movie’s success. Beginning with a discussion of the enduring appeal of movies, and why the box office has survived the disruption of television and will likely survive the disruption of streaming services, Owen Eagan goes on to discuss the unpredictable nature of movies and ways to mitigate their risk. His astute analysis sheds light on the role of film festivals, film critics, Oscar campaigns, and word of mouth in influencing a film's success. Eagan concludes with a summary of why word of mouth is the most influential among all the variables that affect a film’s outcome. Expertly synthesizing quantitative analyses of box office data with illuminating insights from industry experts, this concise and engaging book presents findings with important implications for scholars, industry insiders and marketing professionals alike.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

This chapter begins with a discussion of box office bombs and blockbusters. It discusses some of their distinguishing characteristics, or lack thereof, and how the inherent risks of making movies have been recognized by industry experts and academics alike. It also provides a preview of each chapter and its role in helping us answer the question why word of mouth is the most important determinant of a movie’s success.

Owen Eagan

Chapter 2. The Enduring Appeal of Movies

Abstract

This chapter discusses the strength of box office performance over the years and offers both emotional and economic justifications for this occurrence. It also discusses the history of disruption in the industry and the parts that high-value and low-value customers have played, and continue to play, in this process. It concludes with the opinions of a movie expert on the potential disruption of streaming services on the industry.

Owen Eagan

Chapter 3. Risks & Rewards

Abstract

This chapter reveals the insights of award-winning producers, directors and actors on the risks involved in filmmaking. They discuss the uncertainties surrounding unexpected hits and misses, and respond to William Goldman’s adage about Hollywood that “Nobody knows anything.” Further, a movie finance and statistics expert is consulted on ways in which to mitigate these risks.

Owen Eagan

Chapter 4. Film Festivals

Abstract

This chapter consists of interviews with the program directors of several film festivals in the United States to determine the value of film festivals and what makes them unique. It also explores the predictive nature of the major film festivals on the Academy Award for Best Picture. Additionally, it discusses what percentage of films will actually get a theatrical release including genres and original screenplays.

Owen Eagan

Chapter 5. The Influence of Film Critics

Abstract

This chapter provides an overview of a number of academic studies on the influence of film critics. This includes an Emerson College study which found that film critics have a moderate influence on movies but that most of that influence is negative. Also, another study by the college found that film critics’ moderate influence on movies could have a significant impact on box office revenue.

Owen Eagan

Chapter 6. Movie Buzz & Information Cascades

Abstract

This chapter discusses the findings of an Emerson College study that evaluated the success of movies with the biggest opening weekends. This study found that many movies with the biggest opening weekends didn’t live up to expectations in light of their declining revenue in subsequent weeks. It is then demonstrated how these results are representative of information cascades. In addition, this study found an inverse relationship for critics and audience ratings among the movies with the biggest opening, second, third and fourth weekends. That is, as the weekends progressed, the average ratings of both the critics and the audience improved.

Owen Eagan

Chapter 7. The Influence of Word of Mouth

Abstract

This chapter analyzes the effects of word of mouth on a movie’s performance at the box office. Specifically, an Emerson College study found consistent trends among high and low performers, resulting in a 30 percent average weekly revenue difference in their opening weeks. Also discussed is another Emerson College study which found that Twitter could demonstrate how buzz influences movies. For example, researchers found that both tweet sentiment and tweet rate were strongly correlated with movie revenue.

Owen Eagan

Chapter 8. Oscar Campaigns

Abstract

This chapter discusses the strategies and tactics that have been utilized by studios and filmmakers to promote their movies for the Academy Awards. It includes the effectiveness of these campaigns, the amount of money spent and the return on investment. It also includes the suspicious circumstances attributed to negative campaigns.

Owen Eagan

Chapter 9. Insights from the Experts

Abstract

This chapter provides insights from experts in the industry on most of the topics covered in earlier chapters. For instance, these experts offer a more qualitative perspective on the quantitative analyses that we explored. Also, they shed light on what each of them believes makes a great movie and in the process demonstrate how the opinions of experts can strongly differ with both each other and audiences as well.

Owen Eagan

Chapter 10. Closing Thoughts

Abstract

This chapter provides closing thoughts based on the previous chapters. It primarily summarizes the content of the book in the form of key takeaways.

Owen Eagan

Backmatter

Titel: Oscar Buzz and the Influence of Word of Mouth on Movie Success
verfasst von: Owen Eagan
Verlag: Springer International Publishing
Electronic ISBN: 978-3-030-41180-0
Print ISBN: 978-3-030-41179-4
DOI: https://doi.org/10.1007/978-3-030-41180-0