Research On The Influence Of Platform Release On The Box Office Of Movies

In the movie industry,movie box office has always been the focus of research.Although many scholars have paid attention to the influencing factors of movie box office in their research before,few scholars have deeply explored the influence of point-screening on the box office.That is,under the condition of point-screening,which properties or factors of the film will have an impact on the box office.The research on the box office relationship between platform release and post-screening is limited to the impact of platform release box office on the overall box office.As an important marketing method,platform release is of great significance for film distribution,theater lineup,and consumer purchases.The thesis is based on the research of platform release,trying to summarize the influence of factors on the box office of films under the background of point-screening and the influence mechanism,and provide feasible suggestions for more scientifically and effectively exerting the value of platform release.The thesis takes platform as the research background,and the specific research platform release influences the box office in the first week after the release.First of all,the theory research status at home and abroad are reviewed,such as cinema platform release,electronic word of mouth,consumer behavior,to provide the corresponding theoretical basis for the research model of this article.Furthermore,it discussed the key indicators of the theaters’ platform release box office,starting with the box office,wanting to see the index,and the electronic word of mouth to study its influence mechanism on the first week’s box office revenue,then introduce the film discharge index in the first week of the release to analyze its mediating effect on the model.Finally,factors such as the influence of internal clue directors and actors are introduced to analyze the adjustment mechanism of movie characteristics.The thesis uses the data of 102 platform release films released in mainland China in 2019 as the research sample,and conducts a quantitative empirical analysis of the hypothesis of this study by constructing a multiple linear regression model.Research indicates:The platform release box office has a very significant positive impact on the box office of the first week,and the number of films scheduled for the first week of screening plays a part of the intermediary role in this process.It can be considered that part of the effect of platform release box office on the box office of the first week is brought about by itself,and the other part is to affect the box office of the first week by affecting the number of movies in the first week of theaters.The want-to-watch index can fully reflect the expectations of consumers for the film.The higher the want-to-watch index,the higher the number of potential movie viewers and the higher the potential box office revenue.Consumers are not sensitive to the electronic word-of-mouth during the platform release period,and will not affect the decision-making behavior of the movie after the screening due to the situation of electronic word-of-mouth.