票房靈藥？美國電影成功因素之探討

Panacea for Box Office? Exploring the Critical Successful Factors for Movies in the United States

黃吉村(Stephen Chi-Tsun Huang)；謝明憲(Ming-Hsien Hsieh)；謝梓羚(Summer Zih-Ling Hsieh)；鄧啟鴻(Chi-Hong Teng)

票房 ； 美國電影 ； 人物品牌力 ； 產品力 ； 行銷力 ； 傳播力 ； Box Office ； American movies ； human brands ； product power ； marketing power ； marketing communication (marcom) power

行銷評論

13卷2期（2016 / 06 / 01）

217 - 253

繁體中文

本研究採用多元迴歸分析法分析2006－2010年每年150部共計750部美國電影票房市場，建立影響電影票房之變數模型。研究中將首日、首週及全美票房設為三大主要依變數，探討眾多變數對其三階段票房之影響力及變化。研究發現發行電影的大製作公司，其行銷能力中的企劃力與市場力（戲院總廳數）上皆有強大優勢，然而近年來「改編」雖是熱門的電影製作題材，本研究發現其卻不如預期顯著。此外，首周票房與觀眾口碑對總票房的影響效果也值得注意。本研究提出具體建議以供電影工作者及電影行銷人員參考。

Based on the characteristics of 750 movies released from 2006 through 2010, this study intends to explore the successful factors of American cinemas by applying regression analysis on three categories of box offices: first- day, first week, and nationwide box office in the United States. The results show that different factors influence these three categories of box offices: big film makers with strong marketing power and channels (number of theaters) would better payoff than others, whereas remake-films do not gain revenue as high as expected. Besides, the effects of first week box office and audience's word of mouth (referral) on total sales deserve film makers' attention. Several managerial implications are also provided.

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