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http://dx.doi.org/10.5392/JKCA.2020.20.12.221

The Impact of Opening Day Box Office Performance on a Movie's Final Box Office: Focusing on a Movie's Box Office Rank on an Opening Day  

Choi, Sung-Hee (부산대학교 지역선도 균형발전을 위한 혁신인재 양성 교육연구단)
Publication Information
The Journal of the Korea Contents Association / v.20, no.12, 2020 , pp. 221-229 More about this Journal
Abstract
This study aims to find out predictors of a movie's eventual box office, focusing on a movie's box office rank on an opening day. For an empirical analysis, I use data of 794 commercial movies released in the Korean theatrical exhibition market during the recent five years(2013~2017). The regression analysis shows that being box office number one on an opening day has statistically significant impact on a movie's final box office. A movie's quality, measured by audience's review, does not give significant impact on top1 movie's final success. Indexes such as increase of showing number on Sunday are strongly related to a movie's economic success. The additional analysis on box office number one movie on an opening day, totally 158 movies, finds that box office growth rate on a second week is strongly related to a movie's final success. Lastly, correlation coefficient of a movie's opening day box office and final box office does not show consistent growth when the coefficient is compared yearly. This study might have meaning in that it proposes new box office predictors and shows the relation of the indexes and a movie's final performance empirically.
Keywords
Box Office; Box Office Rank; Box Office Predictor; Regression Analysis; Opening Day;
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Times Cited By KSCI : 1  (Citation Analysis)
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