An Empirical Study Of Domestic Films On Box Office Revenue And Online Comments

At present,the development of China's film industry is still in the early stage,the development of derivatives market is relatively slow,the driving force of peripheral products is poor,80%of the film revenue generated by the movie box office.The nature of the film product itself,made many capitalists excessive pursuit of economic benefits,the box office naturally become an important indicator of the performance of the film market evaluation,but too much emphasis on economic performance led to some of the producers deliberately pursue film box office revenue,ignore the film quality,excessive emphasis on film publicity,exaggerate movie content,both resulted fans economy overlap the art effect,and box office performance and word of mouth evaluation is inconsistent,Box office fraud and other undesirable phenomena have occurred from time to time.To evaluate the success of a film(the performance measure of the film),it is necessary to consider not only the box office receipts(economic performance)of the film,but also its word-of-mouth commentary(social performance),one-sided pursuit of certain interests,one-sided pursuit of certain interestswill cause the loss of the other side of the industrial chain.The social performance of a film is reflected in whether the film can arouse widespread public recognition and its influence on cultural communication.A more comprehensive evaluation of how a film will be the focus of this study.In this paper,we use the box office revenue of each film(cinema theater movie)as the economic performance indicator to measure the performance of the film market,we use the film word-of-mouth commentary(the number of comments in the online ticketing platform)as the social performance indicator of the film market performance.By combing the previous literature on the movie box office,movie reviews the effect of reputation factors,theoretical construct the influencing factor model of domestic movie box office revenue,and the influencing factor model of movie on-line ticket word-of-mouth comment.This paper uses the multidimensional dependent variable indicator to measure the market performance of domestic movie box office in China,trying to establish a comprehensive evaluation system for Chinese-made films,and selects the top 70 films in the year 2013-2015,a total of 210 data related to domestic films were studied.According to different measurement indexes,this paper draws lessons from previous empirical research methods,improves the selection and data processing of the independent variables,introduces the new influencing factors in the Internet environment,including online ticketing participation,director's first cross-border guidance,this paper introduces the new influencing factors in the Internet environment,including online ticketing participation,director's first cross-border guidance,and use microblog index and Baidu index as the indicator dimension of director,actor and film influence,perfecting predecessors research content.We use Eviews7.0 statistical software to carry out multiple regression analysis on the data of balanced panel,and to study the explanatory function of each influencing factor,and to forecast the newly released domestic films in 2016,select the top 70 box office revenue ranking in the first half of 2016,use the relevant data into the model to test,and each film's actual box office revenue,the number of word-of-mouth commentary data to compare the fit,and to explore the prediction effect of the constructed research model.According to the results of the empirical study,the paper gives the corresponding marketing strategy suggestions for the future production,distribution and publicity of the domestic films based on the actual development of the domestic films.