Relation Between Review and Box-Office Performance of Bollywood Movies

Abstract

In this era of global marketing, the various promotional strategies have made it very complex for filmgoers to select the movie. The various advertising tools play major role to develop the interest of viewers for movie to get them inside the Cinema halls on first Friday. That is why now for producers and distributers it’s not very difficult to fetch the viewers towards big screen. But to retain the audience, mouth publicity and review of named critic matter as well. A two star, three star or non appreciating Review of movie are not completely but partially sufficient to get down the desire of viewers towards the film. Reviews can’t help the viewer who booked a prior ticket due to big banner or huge promotion but at the same time many viewers prefer to read the review of famous critic. The present study tries to understand the relation of review and popularity of the film. Results clearly depict that critics correctly predict box office performance but do not influence it in terms of earning.

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