奧斯卡得獎男女演員對電影票房收入效應之探討

Are The Oscar Winners Worth So Much? From The Perspective of the Box Office Records

10.6837/NCNU.2010.00043

何文程

好萊塢 ； 學院獎 ； 奧斯卡獎 ； 電影產業 ； Hollywood ； Academy Award ； The Oscar ； Cinema Industry

國立暨南國際大學高階經營管理碩士學位學程學位論文

2010年

碩士

林霖

繁體中文

美國好萊塢電影工業不斷向全球市場深入，經由各種不同得管道獲得利益，基本上好萊塢電影從生產開始，就已經與商業行為脫離不了關係，從企劃開始，製片商就開始思考如何讓這部電影成為全球賣座的關鍵。 一年一度的奧斯卡金像獎頒獎典禮不僅僅是影壇盛事，也是全球大眾所關注的焦點，得獎後的明星光環是否會對電影票房具有提升力量？對許多觀眾而言，得獎的男、女演員所建立起的知名度和口碑的品牌效應，更是吸引觀眾進入電影院觀賞電影的重要因素之一，故對製片商而言，卡司的重要性亦不可言喻。 電影拍攝本來就是高風險與高成本的事業，如果可以藉由奧斯卡明星光環來吸引觀眾進戲院，在這個以商業為目的拍攝的過程中，明星便可成了一種獲利的資本，也就是一種可以預期獲利的資產，是可以在電影市場上獲得利潤。 本研究以奧斯卡得獎導演、男、女演員在票房收入上是否具有影響為研究探討，藉由上映電影之樣本，採取對全球票房、美國國內票房、與美國首周票房進行分析比對，探討奧斯卡光環是否會對票房具有提升作用。然後再對首次獲得獎項前與獲獎項後之導演與男、女演員所拍攝與演出之電影票房進行相互比較，來探討奧斯卡得獎前後票房之差異情形。 本研究結果顯示出在獲得奧斯卡的導演再執導的作品的確具有提升票房之能力，奧斯卡得獎男演員、女演員則對電影票房績效不具有顯著決定作用。

Cinema industry in Hollywood continuously gives itself to global marketing to obtain revenues in various ways. Basically, a Hollywood movie has involved with business behavior before film producing. Producer considers how to make a movie succeed in global box office when the movie project is proposing. Annual Academy Award, also called The Oscar, ceremony is not only grand occasion of filmdom, but also focus of global audience. Should wining award help earn box office? For audience, it is one of important factors to attract them going into theater that brand effect established by prizewinning actor and actress; hence the cast is critical to producer. In this study, we discuss and explore if The Oscar winner of director, actor, and actress can affect revenue of box office. Through sampling historical revenue data of films, global box office and domestic/opening weekend box office in U.S. are compared and analyzed to exam whether winning The Oscar can promote revenue. Next, comparison of box office of director, actor and actress is performed before and after wining award for discussing the difference of prizewinning or not. Results of research reveal that revenue of film directed by The Oscar director had increased; the effect of The Oscar actor and actress to box office performance are not significant. Movie producing is high risk and cost investment. If audiences are attracted to enter theater through glamour of The Oscar stars, it can be profitable capital to producer; this could be valuable property for expecting to make profit from movie market.

1. 陳仕堯(2017)。結合意見探勘之電影推薦系統的研究。淡江大學資訊管理學系碩士班學位論文。2017。1-66。