Authors: Girish Taneja; Anu Bala
Addresses: Department of Commerce and Business Management, DAV University, Jalandhar, Punjab, India ' Department of Commerce and Business Management, DAV University, Jalandhar, Punjab, India
Abstract: Decision for watching a movie in the theatre is dependent on various factors such as the actors, story, reviews, ratings by critics and viewers. People may get positively inclined towards watching movies in the theatre having multiple reviews, good star rating by leading critics and viewers. The purpose of this paper is to investigate the impact of online ratings by critics and viewers on Bollywood movies performance at the box office. In this study, the researcher fetched national level Bollywood movies data with the help of various websites like www.bollywoodmovies.com, www.timesofIndia.com, www.imdb.com, and www.bookmyshow.com. Correlation and regression analysis were applied to understand the impact of ratings on the box office revenue earned by the movie. There is a significant association between the online ratings and box office collection of Bollywood movies while controlling the effect of other independent variables such as the number of screens, star power, distributors and production budget. The study concluded that there is a significant impact of critic and viewers rating on the box office collection of Bollywood movies.
Keywords: reviews; movie reviews; critics rating; box office collection; viewers rating.
International Journal of Internet Marketing and Advertising, 2022 Vol.17 No.1/2, pp.217 - 230
Accepted: 19 Aug 2021
Published online: 31 Aug 2022 *