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Skandal in Hollywood

Skandal in Hollywood


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About the Book

Der wirtschaftliche Erfolg von Kinofilmen ist schwer vorherzusagen. Um dieses ökonomische Risiko und die Unsicherheit zu minimieren, werden häufig sehr bekannte Schauspieler, sogenannte Stars oder auch Superstars, engagiert. Diese sollen dann mit ihrem Bekanntheitsgrad, so die Theorie, mehr Besucher in die Kinos locken, was wiederum zu höheren Einspielergebnissen führen soll. Die positiven Wirkungen solcher Stars sind jedoch wissenschaftlich umstritten. Weniger erforscht sind bisher mögliche ökonomische Effekte, wenn Stars in der medialen Landschaft negativ, z.B. in Form von Skandalen, begleitet werden. Erhöhen sich die Zuschauerzahlen auch dann, wenn über die bekannten mitwirkenden Hauptdarsteller im Vorfeld des Filmstarts negativ berichtet wird? Oder tritt eher das Gegenteil ein und die Zuschauerzahlen sind niedriger als bei positiven Berichterstattungen. Um diese Fragestellungen zu beantworten, wurden in einem Zeitraum von zwei Jahren über 400 Filme und 1400 Schauspieler in Deutschland dahingehend untersucht, ob eine negative mediale Berichterstattung Auswirkungen auf die Besucherzahlen und die Einspielergebnisse hat. Als theoretische Grundlage wird hierfür aufbauend auf klassischen Themen des Markenmanagements und der Markenführung ein Konzept der Marke Mensch (Human Brands) entwickelt. Dieses Konzept wird dann auf die Filmbranche übertragen. Zusätzlich werden Theorien zur Starforschung, der Skandaltheorie und zu Erfolgsfaktoren für eine Kinoproduktion mit dem besonderen Fokus auf den Faktor Mensch vermittelt.
About the Author: Christian Poell, Diplom-Kaufmann, wurde 1983 in Köln geboren. Sein Studium der Betriebswirtschaftslehre an der Universität zu Köln schloss der Autor im Jahre 2011 mit dem akademischen Grad Diplom-Kaufmann erfolgreich ab. Zudem belegte der Autor mehrere Seminare zum operativen und strategischen Messemanagement. Bereits während des Studiums sammelte der Autor umfassende praktische Erfahrung im Marketing und Vertrieb, unter anderem in der Veranstaltungs- und Messebranche. Derzeit ist der Autor bei einem der führenden privaten Messeveranstalter tätig und für den Gesamtvertrieb einer Kongressmesse verantwortlich.


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Product Details
  • ISBN-13: 9783955492403
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 272 gr
  • ISBN-10: 3955492400
  • Publisher Date: 17 Apr 2013
  • Height: 254 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Die Wirkung von negativen Berichterstattungen über Superstars auf die Einspielergebnisse ihrer Filme
  • Width: 178 mm


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