The Impact Of First-week Word Of Mouth On Chinese Box Office

Since the 21 st century,the Chinese film industry has gradually moved towards industrialization.With the vigorous development of the national economy,domestic box office income has hit record highs.With the popularization of the mobile Internet,online word-of-mouth has become an important consideration for consumers when making movie-viewing decisions.However,in view of market phenomena,Chinese film production investment has high risks,even movies with good reviews may not be able to get a high box office.The purpose of this article is to explore the relationship between word of mouth and film box office in the first week of film release,so as to provide a basis for domestic box office research and provide new ideas for the marketing direction of film producers.In the past,there have been many studies on the impact of word-of-mouth on movie box office.However,most scholars use word-of-mouth and the total box office accumulated during the movie’s release cycle as the research object.Few scholars limit the study of word-of-mouth and box office to the screening for a certain period of time,and for a special product with a short life cycle,early word of mouth is very important for the impact of subsequent box office trends.For a movie,what role does word-of-mouth play,and how to maximize the box office by quickly adjusting marketing strategies within a limited release period,these will be the key issues that need to be followed in the development of subsequent movies.Therefore,this article takes the word of mouth in the first week of the movie as the main research object,and analyzes the impact of word of mouth in the first week on the box office in different time periods.Specifically,this article is based on different web platforms,using Python crawlers to crawl data information of 256 domestic movies from 2013 to 2019 for research.Use natural language processing technology to build first-week word-of-mouth variables from the perspective of first-week sentiment and first-week heat,model and analyze its impact on first-week box office,non-first-week box office and total box office.While introducing basic information variables of the movie,exploring the connection effect between it and word of mouth in the first week.The main research conclusions of this article are as follows:(1)The non-first week box office and total box office of a movie are affected by the first week’s word of mouth and basic attributes,while the first week box office is less affected by the first week’s word of mouth,mainly affected by basic attributes.(2)The impact of the first week ’s heat on the box office is greater than the impact of the first week ’s emotions.The higher the first week ’s movie release,the higher the non-first week ’s box office.In terms of emotions,the negative emotional impact is greater than the positive emotional impact;(3)The basic attributes of the film,such as director and actors,mainly affect the box office in the first week,and the impact on non-first week box office has been greatly reduced.Therefore,for movies,its basic attributes have a very limited impact on the box office,mainly affecting the box office in the first week;if you want to increase the total box office,you must focus on the word of mouth in the first week of the movie,especially in the first week heat,in addition,we should also pay attention to the tendency of negative evaluation should not be too strong.