KOREASCHOLAR

AN INVESTIGATION OF THE EFFECTS OF CAST’S FACIAL SIMILARITY ON U.S. MOVIES’ BOX-OFFICE PERFORMANCE IN EAST ASIA

Verdiana Giannetti, Jieke Chen, Xingjie Wei
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422323
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.375
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

As Hollywood relies heavily on global markets, it is particularly important for studios to understand how their decisions, including on casts, may affect their movies’ box-office in foreign markets. Anecdotal evidence shows that casting actors with similar facial features may be problematic in foreign markets, often disorienting international audiences.

Keyword
Movie IndustryFacial SimilarityCross-Race EffectInternational Box-Office PerformanceEast Asia
Author
  • Verdiana Giannetti(Leeds University Business School)
  • Jieke Chen(Leeds University Business School)
  • Xingjie Wei(Leeds University Business School)