Art versus commerce in the movie industry: a Two-Path Model of Motion-Picture Success |
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| Authors: | Morris B Holbrook Michela Addis |
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| Institution: | (1) Graduate School of Business, Columbia University, 504 Uris Hall, New York, NY 10027, USA;(2) Apartment 5H, 140 Riverside Drive, New York, NY 10024, USA;(3) Faculty of Economics, University of Rome III, Via Silvio D’Amico 111, Rome, 00145, Italy |
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| Abstract: | Previous studies of the movie industry have raised questions concerning the problematic relationship between the success-related
aspects of artistic excellence and commercial appeal. The present article proposes that—when the former is measured by industry
recognition (Oscars and other awards) and the latter by market performance (box office and video rentals) and when the former
hinges on the evaluative judgments of reviewers and consumers (ratings of excellence) and the latter on the level of buzz
among these audience members (amount of attention, word of mouth, or click of mouse)—the two phenomena are essentially separable
as independent paths to conceptually distinct and empirically uncorrelated aspects of motion-picture success. An analysis
of data for 190 movies from the year 2003 shows that reviewer-and-consumer evaluations and buzz respond differently to a film’s
marketing clout (production budget, opening screens, and opening box office) and that these audience responses contribute
independently to a film’s industry recognition and market performance along two separable paths. These findings suggest various
implications for movie marketers, film producers, actors or actresses, and other members of the motion-picture industry.
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| Keywords: | Art versus commerce Cultural consumption Entertainment marketing Reviewer-and-consumer evaluations Critical and popular buzz Industry recognition Market performance |
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