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ABSTRACT
The study “Exploiting the Impact of Film Critique and Review on Box Office Performance” examines the significant role of film critiques and reviews on movies’ commercial success, including their influence on a movie’s opening weekend and longterm box office success. It looks at the difference between professional critiques and user-generated content on social media, and how review timing—pre-release or postrelease—affects box office performance. The research, incorporating a literature review and audience surveys, identifies film critiques as crucial for a movie’s industry success, underpinned by theories like the Two-Step Flow Theory and Use and Gratification Theory. Findings show critique reviews slightly influence movie success, but review timing is more impactful, suggesting that both marketing promotional strategic and film critique release of reviews can boost box office performance. Recommendations include collaboration between filmmakers and marketing for strategic review timing, a balanced approach combining marketing with efforts to obtain positive critiques from professionals and the general audience, and leveraging social media for audience engagement.
