Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Would you see 'James Bond 21'? How about 'Die Another Day'?

09.11.2006
Study finds that movies sequels should be named, not numbered

A fascinating new study from the December issue of the Journal of Consumer Research is the first to conceptualize sequels as the movie equivalent of brand extensions. According to traditional branding research, extension evaluations improve when the extension is perceived to be similar to the parent brand.

However, Sanjay Sood (UCLA) and Xavier Drèze (University of Pennsylvania) find that the effect of similarity reverses when it comes to movies. Compared to numbered movie sequels, the researchers found that named sequels performed better at the box office and had a longer shelf life.

"With intangible experiential goods, similarity is not valued because people tend to satiate on experiences," explain the authors. "In other words, consumers prefer sequels that are markedly different from the original movie because they do not want to see the same movie twice."

Each movie released by a Hollywood studio is a brand that has to be packaged and promoted effectively to consumers. Launching these brands is an expensive activity. In 2004, the average cost of bringing a movie to market was almost $100 million. With financial stakes so high, the studios have turned to sequels as a way to capitalize on the success of hit movies.

Two experiments demonstrate that the name of the sequel is an important indicator to potential moviegoers about the similarity between original and sequel. The researchers compared sequel evaluations for a numbered title (e.g., Daredevil 2) versus a named title (e.g., Daredevil: Taking it to the Streets). Evaluations improved with named sequels because numbered sequels were perceived to be too close to the original movie. In fact, for numbered sequels, consumers were not only quicker to judge the sequel but also less able to recall details about the sequel's storyline.

The researchers also examined sequel ratings available in the Internet Movie Database website (imdb.com). The database includes over 2.8 million consumer ratings of sequels compiled over a forty-eight year period. Consistent with test results, the researchers found that named sequels were rated higher than numbered sequels. Perhaps most important for the studios, named sequels had a longer life span than numbered sequels.

Say the authors: "James Bond 21 may not be appealing, but Die Another Day grossed $431 million at the box office."

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Amputees can learn to control a robotic arm with their minds
28.11.2017 | University of Chicago Medical Center

nachricht The importance of biodiversity in forests could increase due to climate change
17.11.2017 | Deutsches Zentrum für integrative Biodiversitätsforschung (iDiv) Halle-Jena-Leipzig

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Scientists channel graphene to understand filtration and ion transport into cells

Tiny pores at a cell's entryway act as miniature bouncers, letting in some electrically charged atoms--ions--but blocking others. Operating as exquisitely sensitive filters, these "ion channels" play a critical role in biological functions such as muscle contraction and the firing of brain cells.

To rapidly transport the right ions through the cell membrane, the tiny channels rely on a complex interplay between the ions and surrounding molecules,...

Im Focus: Towards data storage at the single molecule level

The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.

Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...

Im Focus: Successful Mechanical Testing of Nanowires

With innovative experiments, researchers at the Helmholtz-Zentrums Geesthacht and the Technical University Hamburg unravel why tiny metallic structures are extremely strong

Light-weight and simultaneously strong – porous metallic nanomaterials promise interesting applications as, for instance, for future aeroplanes with enhanced...

Im Focus: Virtual Reality for Bacteria

An interdisciplinary group of researchers interfaced individual bacteria with a computer to build a hybrid bio-digital circuit - Study published in Nature Communications

Scientists at the Institute of Science and Technology Austria (IST Austria) have managed to control the behavior of individual bacteria by connecting them to a...

Im Focus: A space-time sensor for light-matter interactions

Physicists in the Laboratory for Attosecond Physics (run jointly by LMU Munich and the Max Planck Institute for Quantum Optics) have developed an attosecond electron microscope that allows them to visualize the dispersion of light in time and space, and observe the motions of electrons in atoms.

The most basic of all physical interactions in nature is that between light and matter. This interaction takes place in attosecond times (i.e. billionths of a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

AKL’18: The opportunities and challenges of digitalization in the laser industry

07.12.2017 | Event News

 
Latest News

PhoxTroT: Optical Interconnect Technologies Revolutionized Data Centers and HPC Systems

11.12.2017 | Information Technology

Large-scale battery storage system in field trial

11.12.2017 | Power and Electrical Engineering

See, understand and experience the work of the future

11.12.2017 | Event News

VideoLinks
B2B-VideoLinks
More VideoLinks >>>