Viewer Engagement in Movie Trailers and Box Office Revenue

摘要

As video consumption on social media becomes a major part of consumer activities, film marketers recognize that movie trailers on video-sharing social media can play an important role in raising potential audience's attention and interest. Focusing on consumer engagement in movie trailers and subsequent activities of sharing trailers by consumers, we examine the impact of movie trailers on box office revenue. From December, 2013 to August, 2014, investigating view statistics of movie trailers on YouTube and data of box office revenue from Boxofficemojo.com, We find out that consumer engagement in a movie trailer is positively related with their activities of sharing the movie trailer, thereby influencing box office revenue of the movie.