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Indexed by:会议论文

Date of Publication:2017-11-17

Included Journals:EI

Volume:780

Page Number:162-174

Abstract:This paper studies the chronergy of the effects of pre-release search volume for movies and stars and the heterogeneity in the effects of our focal variables across the various movies. We sample the panel data of 593 movies released in China and our estimation is based on multiple sets of multiple linear regression contrast models. The main findings are: (1) only search volume for movies within 3 weeks before the release of movies has positive and significant effect on premiere box office; (2) the search volume for leading actors generated until 3 weeks before the movies ?release affects the premiere box office significantly; (3) these effects vary with genre and showing time. On the basis of these empirical results, we put forward some suggestions on the use of search volume data in box office studies and film marketing. © 2017, Springer Nature Singapore Pte Ltd.