Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book explores why word of mouth is the most important determinant of a movie’s success. Beginning with a discussion of the enduring appeal of movies, and why the box office has survived the disruption of television and will likely survive the disruption of streaming services, Owen Eagan goes on to discuss the unpredictable nature of movies and ways to mitigate their risk. His astute analysis sheds light on the role of film festivals, film critics, Oscar campaigns and word of mouth in influencing a film's success. Eagan concludes with a summary of why word of mouth is the most influential among all the variables that affect a film’s outcome. Expertly synthesizing quantitative analyses of box office data with illuminating insights from industry experts, this concise and engaging book presents findings with important implications for scholars, industry insiders and marketing professionals alike. Owen Eagan is a Senior Lecturer in the Department of Communication Studies at Emerson College. He specializes in measuring and assessing strategic communications in business and political environments. He also serves as a Senior Vice President for Consensus Strategies, a management consulting firm specializing in strategic advocacy services.

Advertising --- Motion pictures --- Motion pictures. --- Communication. --- Motion pictures—United States. --- Popular Culture. --- Industrial management. --- Film/TV Industry. --- Media and Communication. --- American Cinema and TV. --- Popular Culture . --- Media Management. --- Business administration --- Business enterprises --- Business management --- Corporate management --- Corporations --- Industrial administration --- Management, Industrial --- Rationalization of industry --- Scientific management --- Management --- Business --- Industrial organization --- Culture, Popular --- Mass culture --- Pop culture --- Popular arts --- Communication --- Intellectual life --- Mass society --- Recreation --- Culture --- Communication, Primitive --- Mass communication --- Sociology --- Cinema --- Feature films --- Films --- Movies --- Moving-pictures --- Audio-visual materials --- Mass media --- Performing arts --- History and criticism

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book explores why word of mouth is the most important determinant of a movie?s success. Beginning with a discussion of the enduring appeal of movies, and why the box office has survived the disruption of television and will likely survive the disruption of streaming services, Owen Eagan goes on to discuss the unpredictable nature of movies and ways to mitigate their risk. His astute analysis sheds light on the role of film festivals, film critics, Oscar campaigns, and word of mouth in influencing a film's success. Eagan concludes with a summary of why word of mouth is the most influential among all the variables that affect a film?s outcome. Expertly synthesizing quantitative analyses of box office data with illuminating insights from industry experts, this concise and engaging book presents findings with important implications for scholars, industry insiders and marketing professionals alike.

Media and Communication. --- American Cinema and TV. --- Popular culture --- Media Management. --- Motion pictures --- Social aspects.