This study explores the factors related to success in the motion picture industry and found that familiarity with actors, characters, and story, as well as kudos from reviewers and industry association, are key factors. The authors argue that increasing control by the marketing side of the industry is leading to sequelization, imitation, and higher demand for popular stars in response to the rise in the number of competitors and new exhibition technologies.
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Litman et al. (1989) studied this question.
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