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How Important Is It to Get Movie-Goers Onside?

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Predicting Movie Success at the Box Office

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Abstract

The importance of audiences’ reactions to new movies has become all the more critical in the digital era in which many take to online micro-blogging and social networking sites to voice their opinions. In these environments, individual cinema-goers can enjoy readerships for their reviews that are every bit as big as those of the best-known professional critics. Opinions can also spread very rapidly or virally in the digital world. Negative opinions might therefore spread quickly enough when voiced by the initial audiences of a new movie to stymie its box office performance. The movie industry will therefore need to engage with this world of amateur reviewers to influence the nature and flow of opinion and develop promotional strategies that can respond quickly to any negativity.

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Authors and Affiliations

  1. School of Media, Communication and Sociology, University of Leicester, Leicester, UK

    Barrie Gunter

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  1. Barrie Gunter
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Gunter, B. (2018). How Important Is It to Get Movie-Goers Onside?. In: Predicting Movie Success at the Box Office. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-71803-3_14

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