Movie admissions and rental income: the case of James Bond

Abstract

This paper addresses the issue of optimal movie design with respect to a single series of feature films, the James Bond movies. This is in contrast to previous studies where analysis has been primarily confined to samples of record box office earning movies. With respect to US admissions and rental income four separate models are estimated examining economic factors, the Bond actors, film quality and intertemporal indicators. Findings indicate non-monotonic relationship with respect to price and an inverse one with respect to total movie attendance. A positive influence is recorded by the first three Bond actors although audience loyalty declines after four appearances and a debutante brings significant additional returns. Quality is also an important component with the attainment or nomination of Academy Awards being particularly lucrative. The relative success of the series is, however, on a declining trajectory.