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Abstract
This study examines the impact of online word of mouth (WOM) and expert reviews on movies' box office revenues, both in the U.S. domestic market and in the international markets. Using a sample of 169 movies released in 2008, the study discovered that the frequency of online WOM and the valence rating of expert reviews were significant factors for box office outcomes in the domestic market. The study also found that only the frequency of online WOM was a significant factor in the international markets. The findings suggest that online WOM and expert reviews play a critical role in moviegoers' consumption behavior in the age of the Internet and social media.
Notes
This study was in part supported by Daegu University Research Grant, 2010.
1These 19 minor distributors are Warner Independent, Paramount Vantage, Paramount Classics, Sony Classics, Fox Searchlight, Overture Films, Weinstein Company, Samuel Goldwyn, Summit, Rogue Pictures, Rocky Mountain Pictures, Picture House, Freestyle Releasing, Roadside Attractions, IFC, Magnolia, Vivendi Entertainment, Think Film, and Music Box Films.
2For the Rotten Tomatoes' criteria and guidelines for selected experts, see http://www.rottentomatoes.com/help_desk/critics.php.
*p < .05
**p < .01 (2-tailed).
*p < .05.
**p < .01.
***p < .001.