Effects of Celebrity Media Exposure on Box-Office Performance

This article examines the relation between box-office performance and celebrity media exposure, as measured by appearances in the celebrity magazine, People. This study employs variables that capture different time periods to test whether People magazine appearances were merely part of a general promotional effort by a studio or whether appearances reflected the popular appeal of the actor. The results indicate that promotional appearances do not significantly affect box-office revenues. In fact, it is the star's popular appeal reflected in appearances prior to the promotional push that significantly affect box-office success.