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How Does Buzz Affect a Movie's Box Office Take

The amount of Internet buzz a movie generates is a strong predictor of its box-office take. But it hardly matters whether that buzz is good or bad, according to a study by Yong Liu of Syracuse University.

* Liu tracked 303 postings about a major movie in the summer of 2002 at Yahoo! Movies. Nearly one-third (32.5%) of these were negative.

* WOM offered significant explanatory power for both aggregate and weekly box office revenue particularly in the early weeks after a movie opened. The effect of WOM was magnified by the sheer volume of it, and not from its valence (the percentages of positive and negative messages).

Read a summary

Read the New York Times write-up

Posted by WOMMA Editor on July 26, 2006 4:59 PM

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