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Film industry should rethink its values

Dr Allègre Hadida claims that most film industry research may be short-sighted and out-of-date in its continued use of box office returns as the principle yardstick for measuring whether a film hit or has bombed

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.