The success of a movie is often determined by its opening weekend performance (Earnest, 1985; Eps... more The success of a movie is often determined by its opening weekend performance (Earnest, 1985; Epstein, 2005; Gong et al., 2011). Using the most effective movie advertising tool, studios release trailers early in advance aiming to build heavy pre-release buzz which will in turn drive audiences to the cinema on the opening weekend. While pre-release movie buzz has proved to be instrumental in influencing box office performance, most electronic word-of-mouth (eWOM) research on movies is limited to the quantitative measurement of WOM metrics (e.g. volume, valence) (Hennig-Thurau et al., 2015; Liu, 2006), overlooking other significant information that could offer insight on early audience perceptions.
The success of a movie is often determined by its opening weekend performance (Earnest, 1985; Eps... more The success of a movie is often determined by its opening weekend performance (Earnest, 1985; Epstein, 2005; Gong et al., 2011). Using the most effective movie advertising tool, studios release trailers early in advance aiming to build heavy pre-release buzz which will in turn drive audiences to the cinema on the opening weekend. While pre-release movie buzz has proved to be instrumental in influencing box office performance, most electronic word-of-mouth (eWOM) research on movies is limited to the quantitative measurement of WOM metrics (e.g. volume, valence) (Hennig-Thurau et al., 2015; Liu, 2006), overlooking other significant information that could offer insight on early audience perceptions.
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Papers by Julia Kampani