Overview
- The first book to offer extended scholarly analyses of the impact of word-of-mouth marketing upon film success
- Uses a combination of empirical and qualitative analyses to analyze ways that film success is measured
- Provides implications relevant to scholars, members of industry, and marketing professionals alike
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About this book
This book explores why word of mouth is the most important determinant of a movie’s success. Beginning with a discussion of the enduring appeal of movies, and why the box office has survived the disruption of television and will likely survive the disruption of streaming services, Owen Eagan goes on to discuss the unpredictable nature of movies and ways to mitigate their risk. His astute analysis sheds light on the role of film festivals, film critics, Oscar campaigns, and word of mouth in influencing a film's success. Eagan concludes with a summary of why word of mouth is the most influential among all the variables that affect a film’s outcome. Expertly synthesizing quantitative analyses of box office data with illuminating insights from industry experts, this concise and engaging book presents findings with important implications for scholars, industry insiders and marketing professionals alike.
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Keywords
Table of contents (10 chapters)
Reviews
“The book, in my view, may become not only one of the most widely used academic texts but may also prove to achieve mini-Bible status in communication studies and research methodology for scholarly analyses in the media and film industry.” (Eiki Satake, Full Professor of Statistics and Mathematical Sciences, Emerson College, USA)
“Written by a recognized leader in the field of communication studies, this book provides invaluable insights on the influence of word of mouth on movie success for both practitioners and academics alike.” (Dr. J. Gregory Payne, Chair, Department of Communication Studies, Emerson College; Doctor Honoris Causa, Universitat de Ramon Llull)
Authors and Affiliations
About the author
Owen Eagan is a Senior Lecturer in the Department of Communication Studies at Emerson College. He specializes in measuring and assessing strategic communications in business and political environments. He also serves as a Senior Vice President for Consensus Strategies, a management consulting firm specializing in strategic advocacy services.
Bibliographic Information
Book Title: Oscar Buzz and the Influence of Word of Mouth on Movie Success
Authors: Owen Eagan
DOI: https://doi.org/10.1007/978-3-030-41180-0
Publisher: Palgrave Pivot Cham
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-41179-4Published: 28 March 2020
Softcover ISBN: 978-3-030-41182-4Published: 28 March 2021
eBook ISBN: 978-3-030-41180-0Published: 27 March 2020
Edition Number: 1
Number of Pages: XIII, 132
Number of Illustrations: 6 b/w illustrations, 9 illustrations in colour
Topics: Film/TV Industry, Media and Communication, American Cinema and TV, Popular Culture , Media Management