The Power of Stars: Do Star Actors Drive The Success of Movies?  

Oleh:

Elberse, Anita

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 102-120.
Topik: movie; actors; power

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Is the involvement of stars critical to the success of motion pictures? Film studios, wich regularly pay multimillion-dollar fees to stars, seem to be driven by that belief. This article sheds light on the return on this invesment using an event study that considers the impact of more than 1200 casting announcements on trading behavior in a stimulated and real stock market setting. The author find evidence that the involvement of stars affects movies expected theatrical revenue and provides insight into the magnitude of this effect. For example, the estimates suggest that, on average, stars are worth approximately $3 million in theatrical revenues. In across-sectional analysis grounded in the literature on group dynamics, the author also examines the determinants of the magnitude of stars impact on expected revenues. Among other things, the author shows that the stronger a cast already is, the greater is the impact of a newly recruited star with a track record of box office success or with a strong artistic reputation. Finally, in an extansion to the study, the author does not find that the involvement of stars in movies increase the valuation of film companies that release the movie, thus providing insufficient grounds to conclude that stars add more value than they capture. The author discusses implications for managers in the motion picture industry.

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