An Research On The Factors Of Domestic Movies Box Office Revenue In The Context Of IP Heat

The “Excessive Entertainment” trend has made IP become a buzzword in the film industry due to various reasons,such as the arrival of the Internet era,national protection of copyright,the development of cultural industry and so on.As an important part of national cultural life,film is the first industry to enjoy IP dividends.It is of practical significance to study the influence factors of box office Revenue in the context of IP heat because of the timeliness of the research on the influence factors of the box office.I reviewed the relevant literature about box office and selected domestic movies which box-office revenue is over 100 million and has been publicly released in 2014 – 2017 as samples to study.Then I selected 16 factors that may affect the box office,such as the number of screens,the influence of the publicity party,IP,IWOM(Internet Word of Mouth),director,celebrity,etc.And study the influence of these factors on the box office for all domestic films and domestic films which box-office revenue is over 100 million as well.Considering the case of selecting a high box office as a sample,the direct use of OLS regression estimates will lead to biased estimate.So I use Truncated Regression to make the empirical research under the hypothesis of normal distribution.And I also use Quantile Regression(QR)to conduct the empirical research for domestic films which box-office revenue is over 100 million.The result shows that IP,IWOM(Internet Word of Mouth),celebrity,science movies,fantasy movies,comedy movies,war movies and schedule(New Year Movie Season,Summer Movie Season and Holiday Season)all significantly influence box office revenue.Among them,the IWOM always improve with the rise of the quartile.The trajectory of IP rises first and then tends to be stable,even insignificant conditions occur at the mid-to-lower quantile points.The influence of actors increases first and then decreases,and it is no longer significant at the high quantile points.Therefore,Filmmakers should pay more attention to the movie content,use but not superstitious star and schedule effect,pay attention to the new popular type of movies,develop IP movies that meet business rules and artistic laws to improve box office benefits continuously.