明星的电影表演、社会表演与票房收入——基于国产电影的实证分析
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摘要
分析明星通过电影表演和社会表演影响票房收入的效应,以2012—2015年上映的396部国产电影为样本作实证检验,结果表明:(1)明星电影表演因素中,明星主演电影的历史票房对票房收入具有显著的正向影响效应;(2)明星社会表演因素中,电影宣发期内和宣发期外明星的媒体曝光度都对票房收入具有显著的正向影响效应,且社会表演的作用大于电影表演;(3)明星的电影表演和社会表演不存在互补关系。
Through the analysis of a sample of 396 Chinese films from 2012 to 2015,this study found that:( 1) in terms of the factors of celebrities' film performance,the box office of the movies they starred in had a significant positive effect on box office revenue;( 2) in terms of the factors of celebrities' social performance,the celebrity's media exposure before,during and after the film's promotion and release period had a significant positive effect on box office revenue,and social performance played a bigger role than film performance;( 3) there is no mutually complementary relationship between the film and social performance of celebrities.
Through the analysis of a sample of 396 Chinese films from 2012 to 2015,this study found that:( 1) in terms of the factors of celebrities' film performance,the box office of the movies they starred in had a significant positive effect on box office revenue;( 2) in terms of the factors of celebrities' social performance,the celebrity's media exposure before,during and after the film's promotion and release period had a significant positive effect on box office revenue,and social performance played a bigger role than film performance;( 3) there is no mutually complementary relationship between the film and social performance of celebrities.
引文
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[2]陈晓云.电影明星、视觉政治与消费文化——当代都市文化语境中的中国电影明星[J].文艺研究,2007(1):12-17.
[3]朱怡璇.想象与共生——新媒体语境下电影明星形象的建构与粉丝文化[J].当代电影,2015(7):105-106.
[4]张晓玲,姚丹妮.华语电影明星制的文化内涵与营销策略探究[J].当代电影,2014(1):185-188.
[5]Wallace W T,Seigerman A,Holbrook M B.The Role of Actors and Actresses in the Success of Films:How Much is a Movie Star Worth?[J].Journal of Cultural Economics,1993,17(1):1-27.
[6]Vany A D,Walls W D.Uncertainty in the Movies:Does Star Power Reduce the Terror of the Box Office?[J].Journal of Cultural Economics,1999,23(4):285-318.
[7]Elberse A.The Power of Stars:Do Star Actors Drive the Success of Movies?[J].Journal of Marketing,2007,71(4):102-120.
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[9]Liu A,Liu Y,Mazumdar T.Star Power in the Eye of the Beholder:A Study of the Influence of Stars in the Movie Industry[J].Marketing Letters,2014,25(4):385-394.
[10]Treme J.Effects of Celebrity Media Exposure on Box-Office Performance[J].Journal of Media Economics,2010,23(1):5-16.
[11]Karniouchina E V.Impact of Star and Movie Buzz on Motion Picture Distribution and Box Office Revenue[J].Social Science Electronic Publishing,2011,28(1):62–74.
[12]Basuroy S,Ravid S A.How Critical Are Critical Reviews?The Box Office Effects of Film Critics,Star Power,and Budgets[J].Journal of Marketing,2003,67(4):103-117.
[13]Ferris S P,Kim K A,Nishikawa T,et al.Reaching for the Stars:the Appointment of Celebrities to Corporate Boards[J].International Review of Economics,2011,58(4):337-358.
[14]Luo L,Park C W.Dilution and Enhancement of Celebrity Brands Through Sequential Movie Releases[J].Journal of Marketing Research,2009,47(6):1114-1128.
[15]陈晓云.明星消费机制建构与中国电影产业发展[J].当代电影,2013(6):73-77.
[16]Schuh J.The Effects of Involvement With Celebrities:Examining Similarity Identification,Wishful Identification,and Parasocial Interaction in a Celebrity Effects Model[A].the annual meeting of the International Communication Association[C].Suntec City,Singapore,2010.
[17]Newman G E,Bloom P.Celebrity Contagion and the Value of Objects[J].Journal of Consumer Research,2011,38(2):215.
[18]Hellmueller L C,Aeschbacher N.Media and Celebrity:production and Consumption of"Well-Knownnes"[J].Communication Research Trends,2010,29(4):3-34.
[19]杨柳.从电影角色到电影明星——论中国当代电影中的类型化角色与明星生成机制[J].当代电影,2008(7):64-68.
(1)在票房号召力变量的选取上,可以选择历史总票房和平均历史票房,实证分析的结果表明电影明星的平均历史票房对票房收入的影响更大,而且,从制片方和发行方角度看,他们更愿意与平均票房高的演员合作,因此在本文中仅选取平均历史票房作为变量。
(2)搜索指数是以网民在百度的搜索量为数据基础,以关键词为统计对象,科学分析并计算出各个关键词在百度网页搜索中搜索频次的加权和。
[2]陈晓云.电影明星、视觉政治与消费文化——当代都市文化语境中的中国电影明星[J].文艺研究,2007(1):12-17.
[3]朱怡璇.想象与共生——新媒体语境下电影明星形象的建构与粉丝文化[J].当代电影,2015(7):105-106.
[4]张晓玲,姚丹妮.华语电影明星制的文化内涵与营销策略探究[J].当代电影,2014(1):185-188.
[5]Wallace W T,Seigerman A,Holbrook M B.The Role of Actors and Actresses in the Success of Films:How Much is a Movie Star Worth?[J].Journal of Cultural Economics,1993,17(1):1-27.
[6]Vany A D,Walls W D.Uncertainty in the Movies:Does Star Power Reduce the Terror of the Box Office?[J].Journal of Cultural Economics,1999,23(4):285-318.
[7]Elberse A.The Power of Stars:Do Star Actors Drive the Success of Movies?[J].Journal of Marketing,2007,71(4):102-120.
[8]Hennig-Thurau,T.,Vlckner F.Clement,M.,&Hofmann J.(2013).An Ingredient Branding Approach to Determine the Financial Value of Stars:The Case of Motion Pictures[R].SSRN Working Paper:http://ssrn.com/abstract=1763547.
[9]Liu A,Liu Y,Mazumdar T.Star Power in the Eye of the Beholder:A Study of the Influence of Stars in the Movie Industry[J].Marketing Letters,2014,25(4):385-394.
[10]Treme J.Effects of Celebrity Media Exposure on Box-Office Performance[J].Journal of Media Economics,2010,23(1):5-16.
[11]Karniouchina E V.Impact of Star and Movie Buzz on Motion Picture Distribution and Box Office Revenue[J].Social Science Electronic Publishing,2011,28(1):62–74.
[12]Basuroy S,Ravid S A.How Critical Are Critical Reviews?The Box Office Effects of Film Critics,Star Power,and Budgets[J].Journal of Marketing,2003,67(4):103-117.
[13]Ferris S P,Kim K A,Nishikawa T,et al.Reaching for the Stars:the Appointment of Celebrities to Corporate Boards[J].International Review of Economics,2011,58(4):337-358.
[14]Luo L,Park C W.Dilution and Enhancement of Celebrity Brands Through Sequential Movie Releases[J].Journal of Marketing Research,2009,47(6):1114-1128.
[15]陈晓云.明星消费机制建构与中国电影产业发展[J].当代电影,2013(6):73-77.
[16]Schuh J.The Effects of Involvement With Celebrities:Examining Similarity Identification,Wishful Identification,and Parasocial Interaction in a Celebrity Effects Model[A].the annual meeting of the International Communication Association[C].Suntec City,Singapore,2010.
[17]Newman G E,Bloom P.Celebrity Contagion and the Value of Objects[J].Journal of Consumer Research,2011,38(2):215.
[18]Hellmueller L C,Aeschbacher N.Media and Celebrity:production and Consumption of"Well-Knownnes"[J].Communication Research Trends,2010,29(4):3-34.
[19]杨柳.从电影角色到电影明星——论中国当代电影中的类型化角色与明星生成机制[J].当代电影,2008(7):64-68.
(1)在票房号召力变量的选取上,可以选择历史总票房和平均历史票房,实证分析的结果表明电影明星的平均历史票房对票房收入的影响更大,而且,从制片方和发行方角度看,他们更愿意与平均票房高的演员合作,因此在本文中仅选取平均历史票房作为变量。
(2)搜索指数是以网民在百度的搜索量为数据基础,以关键词为统计对象,科学分析并计算出各个关键词在百度网页搜索中搜索频次的加权和。