ABSTRACT

Although the film industry is high risk, sequels and films adapted from novels or comic books can be financially successful because they can capitalise on the established brands of their parent work. Focusing on sequels and adaptations as extended lines and brands, this paper analysed 2,490 films released between 2010 and 2013 in the U.S. to examine what types of films were successful in terms of opening weekend gross and non-opening gross. During opening weekends, while sequels generated higher grosses than non-sequels, sequels adapted from existing work generated even higher grosses. Brand strategies involving stars and title novelty further helped adaptation sequels generate higher grosses mostly during opening weekends. Sequels and adaptations may work together to garner line and brand extension benefits upfront.

摘要

尽管电影业风险很高，但改编自小说或漫画书的续集和电影在经济上可能会取得成功，因为它们可以利用其母作品的既定品牌。本文将续集和改编作为延伸线和品牌，分析了 2010 年至 2013 年间在美国上映的 2,490 部电影，以研究哪些类型的电影在周末首映票房和非首映票房方面取得了成功。在开幕周末期间，虽然续集的票房收入高于非续集，但改编自现有作品的续集票房收入甚至更高。涉及明星和标题新颖性的品牌策略进一步帮助改编续集产生更高的票房收入，主要是在开幕周末。续集和改编可能会协同工作，以预先获得产品线和品牌扩展的好处。