Reaching for the Stars - by applying a theoretically substantiated approach to star power in the context of box office success prediction.

University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Abstract: This thesis explores the effect of stars on the box office revenue of motion pictures. This is done by deriving a two-dimensional measure of stardom from the theoretical foundations provided by Sherwin Rosen and Moshe Adler. The two dimensions used and operationalized are talent on the one hand and consumption capital, a measure of previous knowledge of the movie cast's actors, on the other hand. Alongside previously established predictors of movie success these are entered in a regression to determine their influence on movie revenue. Both dimensions are shown to exert influence on the box office with consumption capital wielding the greater power.

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