To Evaluate the Role of Review by Reviewers of a Bollywood Film on Box Office Performance in Opening Weekend Thomas Frince, Assistant Professor, Dr. Patel Naresh, Professor and Head Center for Management Studies, Dharmsinh Desai University, Nadiad Online published on 11 June, 2014. Abstract Purpose The study is designed to know role of reviewers of a Bollywood films on box office collection of a films especially in opening weekend. Design/Methodology/Approach Data were collected from 245 people in different age group, drawn by questionnaire through internet. A simple questionnaire using five point rating scale was administered by using convenience sampling approach. Secondly, secondary research also carried out in order to find out on-line rating and critic rating of a Top 30 film which has highest box office collection especially in opening weekend till date. Data were analyzed through correlation, ANOVAs and regression by using the SPSS software. Findings The study helped to explore Bollywood film industry in detail and also came into logical conclusion that on-line rating and critic rating does not have much impact on box office collection of a movie/film especially in opening weekend. The finding of research further vindicated the logical conclusion that on-line rating and critic rating does not have much impact on box office collection of a movie/film especially in a opening weekend. The finding summarizes that majority of viewers have utmost confidence in relatives/friends as compared to other sources i.e. other ratings, for getting review of a film. Moreover, the study also observed that even in view of gender i.e. male and female have similar confidence on relatives/friends for getting review of a film before watching it. Research Limitations/Implications The researcher has taken consideration of On-line rating, and critic rating as a role of reviewer, even though there are also other sources or rating, that could possibly have had its own limitations. Future research can benefit from further by including other sources like expert review, newspaper review etc. Originality/Value The role of review and its impact on box office collection is not an actively researched topic in India. The study would therefore contribute towards better understanding about role of review and reasonable implication on Marketers of Films. Practical Implications The findings can provide some relevant scope for Marketers to have good budget for promotion and publicity for films, eventually that lead to successful box office collection in a opening weekend itself. Top Keywords Film, Reviewers, Box Office, Opening Weekend, Bollywood. Top |