초록

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Abstract ▼ AI-Helper

This study explored the relationships between the newspaper coverage of motion pictures and box office performance. How the amount of the news stories, time of publication (three week period before and after the releases of the movies), and direction (positive, negative, and neutral) affect the box ...

This study explored the relationships between the newspaper coverage of motion pictures and box office performance. How the amount of the news stories, time of publication (three week period before and after the releases of the movies), and direction (positive, negative, and neutral) affect the box office performance in 2002 was analyzed. As, the control variables, number of screens and number of days of screening were put into the correlation and multiple regression analysis with the amount, time of publication, and direction of the news coverage of motion pictures released. The correlation analysis revealed that the newspaper coverage of motion pictures has high relationships with the box office performance. The multiple regression analysis affirmed the generally accepted idea that the positive stories before the release of a movie contribute to the success of the movie"s box office performance. The negative stories before the release of a movie, also, are responsible for the attracting viewers in one month period after the movie release. However, the neutral stories before the release of a movie do not affect. the box office performance. Finally, the news stories published after the release of a movie had no effect on the box office performance.

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