影视明星社会责任表现与电影票房

The Social Responsibility Performance of Movie Stars and the Box Office

近年来,我国电影市场飞速发展,2019年全国票房达到644.26亿元,国产电影票房占比64.07%。作为文化产业的关键组成部分,电影作品是传播中华文化、提升文化自信的重要载体之一。本文基于2017年8月至2019年12月在我国大陆上映的电影票房月度数据,结合北京师范大学新媒体传播研究中心等机构联合发布的《中国影视明星社会责任研究报告》,研究电影类型、网络评分、主演社会责任表现等因素对其票房的影响效应。实证结果表明,一方面网络评分和文化品牌对电影票房具有突出贡献;另一方面,影片主演的社会责任表现也是影响最终票房的重要因素。

In recent years, China’s film market has developed rapidly. In 2019, the national box office reached 64.426 billion yuan, with domestic films accounting for 64.07%. As a key component of cultural industry, film is one of the important carriers to spread Chinese culture and enhance cultural self-confidence. Based on the monthly box office data of films released in China's Mainland from August 2017 to December 2019, combined with the Research Report on social responsibility of Chinese film and television stars jointly issued by new media communication research center of Beijing Normal University, this paper studies the effect of film type, network score, performance of social responsibility of main performance and other factors on the box office. The empirical results show that, on the one hand, network score and cultural brand have outstanding contributions to the box office;on the other hand, the social responsibility performance of the movie stars is also an important factor affecting the final box office.