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Effects of Celebrity Media Exposure on Box-Office Performance

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  • Julianne Treme

Abstract

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.

Suggested Citation

  • Julianne Treme, 2010. "Effects of Celebrity Media Exposure on Box-Office Performance," Journal of Media Economics, Taylor & Francis Journals, vol. 23(1), pages 5-16.
    • Handle: RePEc:taf:jmedec:v:23:y:2010:i:1:p:5-16
    DOI: 10.1080/08997761003590457
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    References listed on IDEAS

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    Cited by:

    1. Lee, Youseok & Kim, Sang-Hoon & Cha, Kyoung Cheon, 2021. "Impact of online information on the diffusion of movies: Focusing on cultural differences," Journal of Business Research, Elsevier, vol. 130(C), pages 603-609.
    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. Julianne Treme & Lee A. Craig, 2013. "Celebrity star power: Do age and gender effects influence box office performance?," Applied Economics Letters, Taylor & Francis Journals, vol. 20(5), pages 440-445, March.
    4. Sangjae Lee & Joon Yeon Choeh, 2020. "Movie Production Efficiency Moderating between Online Word-of-Mouth and Subsequent Box Office Revenue," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    5. 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.
    6. Julianne Treme & Samuel K. Allen, 2011. "Press Pass: Payoffs to Media Exposure Among National Football League (NFL) Wide Receivers," Journal of Sports Economics, , vol. 12(3), pages 370-390, June.
    7. Hofmann, Julian & Clement, Michel & Völckner, Franziska & Hennig-Thurau, Thorsten, 2017. "Empirical generalizations on the impact of stars on the economic success of movies," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 442-461.

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