Abstract
ABSTRACT This paper investigates the effects of cinematic universes in films on box office receipts using data from 250 films released between 2009 and 2019. Regarding the non-Marvel Cinematic Universes, there is a statistically significant impact on the opening weekend box office receipts, but the same is not true with respect to a filmʻs initial run. Alternatively, the Marvel Cinematic Universe has a statistically significant effect on box office receipts over opening weekend and during the filmʻs first run. In addition, female star power remains statistically significant with the inclusion of more independent variables while male and director star power become statistically insignificant regarding the opening weekend box office receipts.
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