移动互联网时代在线评分对电影票房的影响研究

Research on Influence of Online Scoring on Movie Box Office in the Era of Mobile Internet

本文使用中国内地2019年10月至2020年1月公映的80部电影日票房和评分数据,采用非平衡面板数据模型实证检验在线评分对电影票房的影响。研究结果表明,在线评分对电影票房具有显著的正向影响,高评分能够带来更高的电影票房。进一步研究发现,对于续集电影、获奖导演执导的电影、非节假日放映的电影而言,在线评分对电影票房的影响会更加强烈。研究表明,在移动互联网时代,在线评分对电影票房的影响至关重要,电影制作和发行方不仅要注重提高电影质量,也要注重网络口碑营销,引导消费者走进电影院,增加影片的知晓度,促进电影票房的增长。

This paper empirically examines the impact of online ratings on movie box office using an unbalanced panel data model using daily box office and rating data for 80 movies released in China's Mainland from October 2019 to January 2020. The results show that online scoring has a significant positive impact on the box office, a higher score would likely bring a higher box office. Further research shows that for sequels, films directed by award-winning directors and films released on nonholiday, online scoring has a stronger impact on the box office. The study suggests that in the mobile Internet era, the impact of online ratings on movie box office is crucial, and that movie producers and distributors should not only focus on improving the quality of their movies, but also on online word-of-mouth marketing to guide consumers into cinemas, increase the awareness of their movies, and promote the growth of movie box office.