奧斯卡得獎男女演員對電影票房收入效應之探討

美國好萊塢電影工業不斷的向全球娛樂市場深入，並且經由各種不同得管道獲得利益，基本上好萊塢電影從生產開始，就已經與商業行為脫離不了關係，從企劃開始，製片商就思考如何讓這部電影成為全球賣座的關鍵。一年一度的奧斯卡金像獎頒獎典禮不僅僅是影壇盛事，也是全球大眾所關注的焦點，得獎後的明星光環是否會對電影票房具有提升力量？對許多觀眾而言，得獎的男、女演員所建立起的知名度和口碑的品牌效應，更是吸引觀眾進入電影院觀賞電影的重要因素之一，所以對片商而言，卡司的重要性亦不可言喻。本研究以奧斯卡得獎導演、男、女演員在票房收入上是否具有影響力為研究探討，藉由上映電影中之樣本，採取對全球票房、美國國內票房、與美國首周票房進行分析比對，探討奧斯卡光環是否會對票房具有提升作用。然後再對首次獲得獎項前與獲獎項後之導演與男、女演員所拍攝與演出之電影票房進行相互比較，來探討奧斯卡得獎前後票房之差異情形。本研究結果顯示出在獲得奧斯卡的導演再執導的作品的確有提升票房之能力，而奧斯卡得獎男演員、女演員則對電影票房績效則無顯著的決定作用。反而是電影類型搭配分級制度上較能影響票房。

關鍵字

好萊塢；學院獎；奧斯卡獎；電影產業

並列摘要

The Hollywood film industry of the United States has been invading the global market of entertainment and is making profits from various channels. In general, every Hollywood film is produced based on a business perspective. That is, since the very early stage, such as planning, Hollywood filmmakers' emphasis is on how to make a blockbuster movie. The ceremony of the annual Academy Awards (the Oscars) is not only a critical event of the movie industry but also a global spotlight. One interesting question that has been frequently posed is whether movie stars' winning of the Academy Award can significantly boost the box office of their movies. For majority audience, the word of mouth and visibility, i.e., brand effect, of award winning movie stars are definitely a positive and important factor attracting them into the theaters. As for filmmakers, casting is also crucial.The objective of this study is on whether Academy Award winning of directors, actors, and actresses has an impact on the box office of their movies. For movies that are currently in theaters, the investigators conducted a comparison analysis in terms of the international box office, US box office, and the US opening weekend box office of these movies. The focus of the analysis was on whether winning the Academy Award is a plus for box office. For these Academy Award winning directors, actors, and actresses, the investigators also compared the box office of their films before and after their winning of the award to see if winning the award has an impact on box office.The result suggests that for film directors, winning the Academy Award can indeed boost the box office of films they directed afterward, yet for actors and actresses; Academy Award winning does not have a significant impact on the box office of their films shoot later on. For box office, it is the genres and the rating of the films that really matter.