Does the star power matter?
Applied Economics LettersPublished 4 July 2009
Sang-Chul Jung, Myeong Hwan Kim
Citations17
SJR quartileQ3
SJR score0.38
SNIP0.59
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Abstract
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.
Keywords
PsychologyEconomics, Econometrics and FinanceArts and Humanities
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