Universität zu Köln

Hofmann, Julian, Clement, Michel ORCID: 0000-0001-6769-6709, Voelckner, Franziska and Hennig-Thurau, Thorsten (2017). Empirical generalizations on the impact of stars on the economic success of movies. Int. J. Res. Mark., 34 (2). S. 442 - 462. AMSTERDAM: ELSEVIER. ISSN 1873-8001

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Abstract

Movie industry experts continuously debate whether the industry's enormous investments in stars pay off. Although a rich body of research has addressed the question of whether stars are critical to the success of movies, previous research does not provide a consistent picture of the impact of stars on the economic success of the respective product. To derive empirical generalizations, the authors (1) provide a meta-analysis of the relationship between star power and movie success based on 61 primary studies reporting 172 effects of star power on movie success and (2) analyze a comprehensive dataset from that industry with n = 1545 movies using two different types of star power measures (commercial and artistic success), while controlling for selection effects of stars: Based on these two studies, four empirical generalizations emerge. First, when ignoring selection effects of stars, the impact of star power on box office revenues is strongly upwards biased. Second, artistic star power is associated with significantly lower box office revenues than commercial star power. Third, on average, movies with a commercially successful star generate 12.46 million US$ additional box office revenues. In contrast, artistic star power does not result in a statistically significant revenue premium. Fourth, commercially (artistically) successful stars have a statistically significant multiplier effect of 1.127 (1.083) on other characteristics that influence a movie's box office revenues. (C) 2016 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Hofmann, Julian UNSPECIFIED UNSPECIFIED UNSPECIFIED Clement, Michel UNSPECIFIED orcid.org/0000-0001-6769-6709 UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED Hennig-Thurau, Thorsten UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-228545
DOI:	10.1016/j.ijresmar.2016.08.006
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	34
Number:	2
Page Range:	S. 442 - 462
Date:	2017
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language MOTION-PICTURE INDUSTRY; BOX-OFFICE REVENUES; WORD-OF-MOUTH; COMMERCIAL SUCCESS; THEATRICAL MOVIES; SUPPLY DYNAMICS; PRODUCT; MARKET; DETERMINANTS; PERFORMANCE Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/22854