Movie #remakes are a troublesome kind of brand extensions. Bjoern Bohnenkamp, Ann-Kristin Knapp, Ricarda Schauerte, and I have let the data speak -- investigating the link between movie remakes and box office success for all 207 remakes that were released between 1999 and 2011, we find that only certain kinds of remakes perform better than average movies, whereas under several widespread conditions the original brand does not help (or can even hurt!) a remakes hit potential. Effects on risk are distinct, but similarly complicated. We recommend the producers of the planned #LethalWeapon remake take a thorough read -- can there ever be any other Martin Riggs than Mel Gibson? Or have you guys never heard of the Lethal Weapon movies? Just two reasons why the producers should look at our article that is forthcoming in the Journal of Cultural Economics...
Posted on: Fri, 09 May 2014 08:20:37 +0000
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