China is the most important foreign market for Hollywood blockbusters because of its large number of moviegoers. Exploring blockbusters in China and marketing strategies is essential for Hollywood studios. We analyzed data on 959 movies and users of Douban and Maoyan to determine the effects of...

Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In...