The study, published in the Journal of the Academy of Marketing Science, found that when a movie is first released it is the "star power" of a popular actor that has a strongest impact at the box office. Researchers from UTS, HEC Montreal and the University of Cambridge compared these factors across 150 studies to boil down the formula for box office success. Star power, acting expertise, rousing reviews and public ratings are all key factors that influence our decision to see a movie. "This is because movies are 'experiential' so, unlike a Big Mac, you don't know what you're getting in advance – and preferences vary," he says. Yet, despite a large number of studies, predictions of box office success are still challenging, says consumer behaviour expert Associate Professor François Carrillat from UTS Business School. It costs around $65 million to produce a major studio movie, plus another $35 million for marketing and distribution, so getting it right is crucial.
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