DALMI-SEM-S2017-01

Implications of Film Ratings & Rating Modes Across a Sequential Market Distribution Model

by Emma LaPorte & Kobi Theiler (2017)

Abstract:

The financial earnings of a film, as well as its recognition as a best picture (by the academy), may correspond closely to its scoring by critics. This hypothesis raises important question about the “power of the critic,” and how critical scorings should be interpreted by both industry consumers and producers. Rotten Tomatoes and Metacritic scores indicate separate trends correlating with financial success and academy recognition; this study found that a specific Rotten Tomatoes score bracket corresponds to mass appeal, while Metacritic serves as a better predictor of Oscar success. This research also examines proportional earnings as a means of understanding financial success across a sequential distribution model. It is important to note that the researched films primarily follow a wide release model; a case will be made for understanding the limited release market as a separate entity. These findings show that higher rated movies make proportionally more earnings in earlier stages of the distribution model, whereas lower rated movies make proportionally more earnings in the later stages of the model. Ultimately, these findings, among others discussed in this paper, help to inform marketing decisions of a film post-release, and help consumers understand how best to spend their money.  

Keywords 
Film, Film Ratings, Critics, Awards, Market Distribution 

JEL Classification:
Z1 

 

 

 

 

 

.