The box office during the later Spring Festival shows an attractive prospect.This paper studied the factors affecting total box office during the broad Spring Festival which is from the Spring Festival to the Lantern ...The box office during the later Spring Festival shows an attractive prospect.This paper studied the factors affecting total box office during the broad Spring Festival which is from the Spring Festival to the Lantern Festival.Data of films released during the broad Spring Festival from the years 2016 to 2019 in China were gathered,and the impact of eight explanatory variables on the box office during the broad Spring Festival was empirically analyzed by partial least squares(PLS)regression with software SIMCA.The results suggest that word-of-mouth has the most positive effect on the box office during the broad Spring Festival.Later propaganda has a positive effect,while early promotion has a negative effect on the box office.Director’s influence has a positive effect,while actor’s influence does not contribute much to the box office.Length of the trailer has a negative effect.The film format of 2D or 3D doesn’t contribute much to the box office.展开更多
基金Communication University of China Foundation,China(No.CUC18A015-2)Fundamental Research Funds for the Central Universities,China(No.CUC200D036)
文摘The box office during the later Spring Festival shows an attractive prospect.This paper studied the factors affecting total box office during the broad Spring Festival which is from the Spring Festival to the Lantern Festival.Data of films released during the broad Spring Festival from the years 2016 to 2019 in China were gathered,and the impact of eight explanatory variables on the box office during the broad Spring Festival was empirically analyzed by partial least squares(PLS)regression with software SIMCA.The results suggest that word-of-mouth has the most positive effect on the box office during the broad Spring Festival.Later propaganda has a positive effect,while early promotion has a negative effect on the box office.Director’s influence has a positive effect,while actor’s influence does not contribute much to the box office.Length of the trailer has a negative effect.The film format of 2D or 3D doesn’t contribute much to the box office.
