Abstract
This study focused on the performance drivers of Chinese-language films released and screened in Mainland China. The associations among potential motion pictures’ performance drivers (namely consumer-perceived quality, genre, release timing, director, and star power) and the box-office revenue for a sample of Chinese-language films released in China during 2010–2013 were assessed. The results showed that consumer-perceived quality significantly explained box-office revenue. Star directors, actors/actresses, and genre also accounted for both box-office revenue and consumer-perceived quality. These findings provide useful insights for making decisions in introducing foreign films to the Chinese film market.
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