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Does the star power matter?

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  • Sang-Chul Jung
  • Myeong Hwan Kim

Abstract

This study investigates the role of superstars in the Korean movie industry. We apply a two-step approach: the first step is to test the significance of the star power during 1988-1999 in Korea; the second step is to estimate the magnitude of star power. The appearance of a star actor increases the probability of a hit or success by 15-19% and star power is higher than a director power. A domestic award is associated with positive performance. We find that the top 15 players among 68 actors and actresses significantly impacts on the success of movies.

Suggested Citation

  • Sang-Chul Jung & Myeong Hwan Kim, 2010. "Does the star power matter?," Applied Economics Letters, Taylor & Francis Journals, vol. 17(11), pages 1037-1041.
    • Handle: RePEc:taf:apeclt:v:17:y:2010:i:11:p:1037-1041
    DOI: 10.1080/00036840902817490
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    Cited by:

    1. Nurun Najwa Bahari & Paul Expert & Fatimah Abdul Razak, 2023. "An Analysis of Actors in Malay Films: Small Worlds, Centralities and Genre Diversity," Mathematics, MDPI, vol. 11(5), pages 1-18, March.
    2. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    3. Kang, Lili & Peng, Fei & Anwar, Sajid, 2022. "All that glitters is not gold: Do movie quality and contents influence box-office revenues in China?," Journal of Policy Modeling, Elsevier, vol. 44(2), pages 492-510.
    4. Julianne Treme & Zoe VanDerPloeg, 2014. "The Twitter Effect: Social Media Usage as a Contributor to Movie Success," Economics Bulletin, AccessEcon, vol. 34(2), pages 793-809.

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