Oscar Buzz and the Influence of Word of Mouth on Movie Success

by Owen Eagan

Overview

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.

Product Details

ISBN-13:	9783030411794
Publisher:	Springer International Publishing
Publication date:	03/28/2020
Edition description:	1st ed. 2020
Pages:	132
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

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.

Table of Contents

1. Introduction.- 2. The Enduring Appeal of Movies.- 3. Risks & Rewards.- 4. Film Festivals.- 5. The Influence of Film Critics.- 6. Movie Buzz & Information Cascades.- 7. The Influence of Word of Mouth.- 8. Oscar Campaigns.- 9. Insights from the Experts.- 10. Closing Thoughts.

What People are Saying About This

From the Publisher

“The book, in my view, may become not only one of the most widely used academic texts but may also prove to achieve mini-Bible status in communication studies and research methodology for scholarly analyses in the media and film industry.” (Eiki Satake, Full Professor of Statistics and Mathematical Sciences, Emerson College, USA)

“Written by a recognized leader in the field of communication studies, this book provides invaluable insights on the influence of word of mouth on movie success for both practitioners and academics alike.” (Dr. J. Gregory Payne, Chair, Department of Communication Studies, Emerson College; Doctor Honoris Causa, Universitat de Ramon Llull)