A Study On The Factors Influencing The Domestic Box Office Revenue In The Chinese Market

In recent years,promoting the development of cultural industry has been written into the government’s industrial planning report,and the film industry as an important part of the cultural industry,its development potential is also constantly being excited and mining.Since the film "HERO" directed by Zhang Yimou released successfully,and the development of domestic films gradually stepped into Chinese market with a commercial mode that coupled with the rapid development of information technology,Chinese film industry development gradually has been showing good momentum.As a product in the market,The film’s box office revenue is a direct representation of the market performance of the film products.So,to enhance the film box office revenue for the development of the film industry is of great significance.Therefore,how to make a film and achieve a higher film box office is a problem to be worth studying.There are many factors influencing the film box office revenue,such as the consumer’s preference for the film,the film consumption environment and the film marketing strategy.Based on this,this paper systematically and specifically studies the influencing factors of the domestic movie box office revenue in China market,so as to provide a theoretical reference and practical guidance for employees when they produce and issue film products in the market.Former literatures of some scholars at home and abroad about the research for the domestic box office in the china film market are rare.Some only focused on one factor for the movie;some analyzed a result of movie box office;some conclusion of the study was not comprehensive enough because of insufficient factors;some made theoretical analysis or empirical control method to study the factors influencing movie box office.The empirical research is relatively few now.Therefore,it is necessary to make an empirical study on the influencing factors of the domestic box office revenue in the Chinese market.Firstly,this article theoretically analyzes the forming process of box-office revenue,selecting 10 factors of the director,the main actors,trailers,movie formats,the types of movies,movie release time,guest players,movie public praise,movie name and movie publicity.Secondly it sets the corresponding independent variable to each corresponding factor.Finally it sets up director hierarchy of effects,director favored degree,the main actors influential level,the main actor favored degree,the time of trailers,whether the film format 3 D or not,movie showing schedule,whether guest player taking part in or not,whether the movie name familiar or not,movie public praise index,the times of earlier stage publicity,the times of post stage publicity,film distribution company influential index.It sets up nine variables to the types of films respectively,followed by whether containing types of scenes or not,such as comedy,adventure,drama,romance,action,suspense thriller,fantasy,police and crime and lyrical(nostalgia,affection,friendship,youth),with a total of 22 variables.And then use the 64 domestic films which had been released in the Chinese market during the twelve months before the August of 2016 as the sample.The cumulative total box office(million)data of a film is dependent variable,then combine with the selected 22 independent variables for empirical analysis.Through making a correlation analysis to the data,it find the problem of multicollinearity between the variables,furthermore the sample size of this study number and the number of variables are relatively less.So this paper uses partial least squares regression model based on SIMCA—P software platform to analyze the sample data.Then,using the same method and studied respectively influential factors of box office of continuous film opening week and later,which can more clearly understand how the factors affect the total box office of the film and make the final conclusion strongly credible.The study finds that in the factors influencing the total box office movie: actor,director,publisher,and movie release schedule and word-of-mouth and publicity times have significant positive influence on the total box office movie.Among them,the actors and directors are the most influential factors.The factors which are the middle level are the number of pre publicity,the name of the film,the type of adventure,the type of lyric,the actor’s preference and the type of action.The factors significantly weaker director by preference,comedy,Film Trailer length,format,the types of love story of fantasy and science fiction,crime;and guest actor and suspense thriller.In this,guest actor and suspense thriller on the total ticket room show a negative effect,but the effect is small.At the end of the article,according to the conclusions of the study,this paper gives specific policy recommendations for the film producers and distributors.This paper uses system analysis,PLS quantitative analysis method to study the influence factors of the market Chinese domestic movie box office.The total box office movie form is split into the opening week box office and continuous box office so that in the case of small sample and many variables,a conclusion which contains the amount of high reliability information can be drawn.The research ideas and research methods are new and the results of this study covers most of the information about the production and distribution process,providing more specific and accurate reference for movie practitioners who will make film production and distribution.