Does the star power matter?

摘要

This study investigates the role of superstars in the Korean movie industry. We apply a two-step approach: the first step is to test the significance of the star power during 1988-1999 in Korea; the second step is to estimate the magnitude of star power. The appearance of a star actor increases the probability of a hit or success by 15-19% and star power is higher than a director power. A domestic award is associated with positive performance. We find that the top 15 players among 68 actors and actresses significantly impacts on the success of movies.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/00036840902817490