The Research Of Evaluation On The Movie Royalties Based On Market Approach

In recent years,with the rapid development of China's film industry and the continuous improvement of the whole industry chain and the production level and marketing capabilities,the reformation of movie industrialization has made breakthrough progress.China has become the world's second largest film market and the third largest film producer.As the movie copyright market becomes more and more active,there is a growing demand for the evaluation of movie rights in our country.But the domestic studies of the evaluation of movie rights are mostly qualitative analysis.The empirical study is less and less.As a result,the conclusion is not objective.In addition,the evaluation system of movie rights has not been set up.Based on the development of the film industry,this paper will study the influence factors of Chinese movie box office and the value of film rights.This paper reviews the three parts of theoretical research,empirical analysis and case test.Firstly,it reviews the relative theoretical basis of the film right value.From the perspective of the labor value theory and the utility value theory,it analyzes the influence factors of Chinese movie box office.Then it establishes the comparable index system of the film rights value,including the director influence,the director activity,the starring activity,the number of attention and so on.There are eleven indicators.And then this paper chooses 100 domestic films as sample data,which are released in the 2015-2016 prime time.By using principal component analysis for dimension reduction,it gets five principal component factors and factor score function.Based on the factor score function,we can calculate total scores of the evaluation object "game rules" and 100 samples.According to the difference between the total scores of the evaluation object and the samples,we can select comparable cases.Finally adopting the method of multiple regression,we can estimate the value of the five principal components factor ratio,and establish the evaluation model.Then we can calculate the value of the object "game rules" and compare with the real value.Lastly,it analyzes the rationality of this method.The results show that:It is reasonable and feasible to use principal component analysis to select comparable cases.The difference rate between evaluation value and real value is at an acceptable range.According to the research results,this paper also puts forward some suggestions.Firstly,it is very important and necessary to establish and perfect the database on the basis of the evaluation of film rights and to publish relevant information in time.Secondly,the asset appraisal institution should actively explore the methods of evaluating the copyright value of films.Thirdly,it is hoped that more and more scholars will discuss the influence factors of the movie box office and how to evaluate the value of the film's copyright,and enrich the theoretical knowledge in this field.