ABSTRACT In the film industry, which is notoriously high risk, sequels and adaptations stand out as successful films. Conceptualizing adaptations and sequels as extended brands, this paper takes an in-depth look at brand extension strategies in the film industry by analyzing films released from 2010 to 2013 in the U.S. This paper puts forward five adaptations types by their source materials (i.e., adaptations from video games; TV series; toy lines; comic books; and books), and examines which types of adaptations are successful at the worldwide box office. Specifically, two theatrical performance indicators are considered: gross and profit. In terms of worldwide box office gross, the results suggest that adaptations from comic books and toy lines are successful, and those produced as sequels are even more successful. However, when production budgets are additionally taken into account, in terms of worldwide box office profit, none of the five adaptations types appear more successful than original films. Still, adaptations from comic books and toy lines produced as sequels are highly profitable at the worldwide box office.

中文翻译：

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电影行业的品牌延伸策略：改编和续集财务表现背后的因素

摘要在众所周知的高风险电影业中，续集和改编电影作为成功的电影脱颖而出。本文将改编和续集概念化为延伸品牌，通过分析 2010 年至 2013 年在美国上映的电影，深入研究电影行业的品牌延伸策略 本文根据来源材料提出了五种改编类型（即改编从视频游戏；电视剧；玩具线；漫画书；和书籍），并检查哪些类型的改编在全球票房上是成功的。具体而言，考虑了两个戏剧表演指标：毛额和利润。就全球票房总收入而言，结果表明改编自漫画书和玩具系列的作品是成功的，而制作续集的作品则更为成功。然而，当另外考虑制作预算时，就全球票房利润而言，五种改编类型中没有一种比原创电影更成功。尽管如此，改编自漫画书和作为续集制作的玩具系列在全球票房上利润很高。