E-Word of Mouth: Early Predictor Of Audience Engagement: How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies

Word of mouth (WOM) is a potent force that can influence the success or failure of new products or services.

E-Word of Mouth: Early Predictor Of Audience Engagement — How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies

C. Samuel Craig and William H. Greene

Stern School of Business

Anthony Versaci

AIG

Management slant

  • Higher levels of online peer-to-peer conversations, awareness, and intention to see a particular film at least 3 weeks prior to its release are predictive of success on the opening weekend.
  • Studios need to establish benchmark levels of such word-of-mouth activity for their and other studios' films for the weeks leading up to release.
  • When the levels are not sufficient to ensure box-office success, studios must...

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