How Do Movie Producers Identify the Genre Shifting Trend?

• Main Authors: Fu, Xinri, Yao, Xiaoyue
• Format: Others
• Language: English
• Published: Högskolan i Jönköping, Internationella Handelshögskolan 2010
• Subjects: consumer preference; movie genre; Lancaster's theory
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-13161

Genre is a very important characteristic for movies and generates utility for the audience, therefore, it is very useful for producers and investors to study the correlation between annual genre performance and consumer preference of the audience. How are genre elements reflecting the audience’s taste every year? Does it change over time and does this change have a pattern? With Lancaster’s characteristic consumption theory as an approach, we explored the balance and shifting trends of the popularity of genre elements, thus providing guidance and predictions for the producers and investors for decision making reference. A study based on 15 years of movie performance in box offices and award ceremonies indicates that consumer’s preference on genre elements follow certain patterns and could be predicted. The importance of genre elements deserves more attention from decision makers, and perhaps a special unit on genre studies should be established  economy-wised to much more deeply exploit their value.