Movie Stars and the Volatility of Movie Revenues

Abstract

Research has found conflicting results regarding the profitability of movies that have big-name stars. Why then, are stars selected to act in movies? Using the concepts of risk, volatility, and brand loyalty, this research proposes that although stars may not guarantee profits, their presence results in lower weekly revenue volatility. Using a database comprising 41 stars and their presence in 467 movies from over a 26-year period, this study finds broad support for this hypothesis.

Publication Date

10-2-2015

Publication Title

Journal of Media Economics

Volume

28

Issue

4

Number of Pages

246-267

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/08997764.2015.1094079

Socpus ID

84950281851 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84950281851

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