The construction of movie marketing index based on factor analysis

Abstract

Movie marketing is crucial to the film box office, and the study of film marketing ability can guide the marketing decision of newly released films. The measurement of movie marketing index is divided into three periods, which are before-releasing, on-showing and off-cinema. In this paper, factor analysis (FA) is used to determine the indicator weight of movie marketing index of before-releasing and on-showing, supporting by 60 movies' data collected from the Internet. So as to calculate the film marketing index value of each stage. According to the research, social media plays an increasingly significant role in movie marketing, as well as relatively traditional marketing methods still stand stable positions in this area.