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ABSTRACT
The use of website promotion for new films is now commonplace. However, there has been no information to date about the degree to which website activity relates to the box office performance of a film. To this end, this paper describes a parsimonious model approach that relates website activity, and other relevant explanatory variables, to a film's box office a performance. The results suggest that website activity is a significant variable in relation to a film's box office performance. Thus, the study suggests that the monitoring of website activity may provide a useful measure to evaluate and predict the performance of new films.
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Vol 40 Issue 1-2
