Winning box office with the right movie synopsis

Purpose Consumers often search for movie information and purchase tickets on the go. A synopsis is often provided by producers and theatres in mobile apps and websites. However, to the best of the authors’ knowledge, little research has investigated whether the synopsis has an impact on a movie’s bo...

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Veröffentlicht in:	European journal of marketing 2020-03, Vol.54 (3), p.594-614
Hauptverfasser:	Hung, Yu-Chen, Guan, Chong
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Consumption Content analysis Decision making Genre Linguistics Marketing Motion picture directors & producers Motion picture production Perceptions Scripts Semantics Text analysis Ticket sales
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