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Profs Samuel Craig and William Greene's research on the connection between a movie's online buzz and box office success is highlighted

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Excerpt from MediaPost -- "Craig and co-authors William Greene and Anthony Versaci (of AIG) analyzed 62 wide-release films over a six-month period. Among the top factors that led to increased online buzz were the film’s budget, its genre (horror and action do better than other genres) and whether the film is a sequel or not. 'This goes to show that studios do not have to remain passive bystanders, but can become actively involved in managing consumer engagement online,' Craig says. 'Similarly, studio executives can get an early read on its prospects.'"

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Additional coverage appeared on WARC.