An Empirical Study On The Factors Affecting Box Office Revenues Of Chinese Motion Pictures

Box office revenues in Chinese film industry have achieved more than ten billion RMB in 2010,which can be described as a milestone in the history of Chinese film industry.Since then,Chinese film industry has been boosting rapidly and is becoming maturer,with quantity accumulation and qualitative leap.Also,during this process,Chinese film market has presented fresh tendency and new characteristics.In view of these changes and new characteristics,I selected 144 Chinese films as study samples released in mainland cinemas from 2010 to 2014.And based on the current status of domestic film industry and with reference to previous research achievements worldwide,I selected 19 independent variables to construct the system of influencing factors of domestic motion pictures.They are number of screens,the ratio of ticket price in urban per capita disposable income.In this paper,I classified them as industrial environment factors.Similarly,there are the other 17 variables belonging to product factors,including film genres,directors and actors,remaking and sequels,online rating scores,market power of the distributor,release date and the power of film production company,and so on.Then,taking a cue from Litman's research in1982,I further classified these 17 factors as content,promotion,as well as consumer experience groups.Based on this,I carried out an empirical analysis by SPSS 21 between the dependent variable,namely revenues of domestic films and the 19 independent variables with Linear Regression and ANOVA methods.According to the results of Linear Regression and ANOVA,I find out that number of screens,film genres(Fantasy),brand extension(Film Remaking),technical effect(IMAX),release date(New Year Season),power of the distributor and online rating scores will affect Chinese film revenues positively,while the other factors have no significant influence on Chinese film revenues.Finally,based on the conclusions,Isummarized features and shortcomings of current domestic films and putted forward to reasonable suggestions for further development of Chinese film industry.