Exploring The Effect Of Online Word Of Mouth On Mainland Film Market Movies’ Box Office In 2014-2015

This paper verifies the Internet word of mouth’s effect on the total box-office income from Chinese mainland film markets, selects 100 films projected between 2014 and 2015 as samples and considers large quantities of studies of scholars both at home and abroad as well as the actual situation of Chinese mainland film markets, and divides the internet word of mouth market into two dimensions called number and titer of word of mouth, respectively.For the sake of preciseness and accuracy, eight of factors concerning about movies as moderating variables are introduced to set analytic models in this paper, as follows:place of production, their types, games, scales of film distributors, whether the 3 d effects are exerted, whether they are sequel or adapted, schedules, actors’appealing and directors’power.The final findings are that both number and titer of word of mouth consist of the two critical factors affecting the box office, and that only types, as well as whether movies are remade or adapted among the moderating variables have a remarkable correlation with box office and are interactively along with independent variables to play a role in the total income. On the basis of conclusion above, relevant suggestions with the combination of film industry’s own properties are raised on how to create a fantastic word of mouth in this paper.