Dr Allègre Hadida, University Lecturer in Strategy at Cambridge Judge Business School has created her own ‘Bridge Video’ to communicate her research and believes cinema scholars and analysts should step away from box office-driven evaluation to take in wider dimensions of a movie’s overall performance.
She suggests that box office receipts remain the focus because they are immediate, reliable and easy to collect when a film’s actual profitability – overall cost against overall revenue – is neglected in favour of early theatrical revenue.