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Title Page w ALL Author Contact Information REVIEWING THE REVIEWERS THE IMPACT OF INDIVIDUAL FILM CRITICS ON BOX OFFICE PERFORMANCE Peter Boatwright Wagner Kamakura Suman Basuroy February 2006 DRAFT Please do not cite without permission from the authors Peter Boatwright is Associate Professor of Marketing Tepper School of Business Carnegie Mellon University Pittsburgh PA 15213 PH 412 268 4219 E mail pbhb andrew cmu edu Wagner A Kamakura is Ford Motor Company Professor of Global Marketing at Fuqua School of Business Duke University Box 90120 Durham NC 27708 PH 919 660 7855 E mail kamakura duke edu and Suman Basuroy is Assistant Professor of Marketing at Florida Atlantic University Jupiter FL 33458 PH 561 799 8223 E mail sumanbasuroy yahoo com Peter Boatwright is the corresponding author 1 BLIND Manuscript REVIEWING THE REVIEWERS THE IMPACT OF INDIVIDUAL FILM CRITICS ON BOX OFFICE PERFORMANCE Abstract Critics and their opinions or critical reviews play a major role in many markets Marketing research on how critics impact product performance has so far examined an aggregate critic effect However for both consumers and producers specific key critics and reviewers may serve as market gatekeepers and various critics may have different types of influences on product performance The role of critics is especially prominent in the film business in which one finds multiple expert opinions about each movie and where critics endorsements are used in advertising In the context of the motion picture industry our research investigates the impact of individual film critics on the market performance of movies An obstacle in any study of individual critic s effect on market performance is the close association between the intrinsic quality of a movie and the critical acclaim for it Our analysis parses out these two effects allowing us to distinguish individual critics who are simply good at identifying movies with popular appeal from those who act as opinion leaders and bring viewers



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