An Application of ‘Consumption Capital Theory’ to Serial Media Content

By Christian Opitz and Kay H. Hofmann

sequel movie eta

The appeal of movie continuations clearly is in the eye of the beholder. While loyal fans tend to praise them, the average cineaste is often skeptical of sequels and other serial media content. Nevertheless, leveraging proven storylines in the form of so-called ‘franchises’ has become an omnipresent phenomenon in Hollywood. We study the determinants of sequel success off the beaten track by applying ‘consumption capital theory’ to movie franchises. Our empirical results point to the explanatory power of the proposed framework and may help industry executives to improve the profitability of sequel projects. Continue reading “EXPLAINING THE CONTROVERSIAL APPEAL OF MOVIE FRANCHISES”