We Don't neeD Another hero - ImplIcAtIons from netWork structure AnD resource commItment for movIe performAnce **

TLDR: In this article, a new framework for organizing a motion picture in such a way that enhances its chances for box-office success is proposed, which combines and expands two strands of research for the moviemaking industry: the economic approach and the social network perspective.

Abstract: This study offers a new framework for organizing a motion picture in such a way that enhances its chances for box-office success. We combine and expand two strands of research for the moviemaking industry: the economic approach and the social network perspective. Specifically, we integrate the product-inherent categories of the creative sphere and financial resources and the product-induced categories of marketing support and competition with concepts from social network analysis (i.e., connectivity and density). We test our hypotheses on a sample of top ten German movies as to box-office admissions for the period 1990–2004. We find that extensive care and industry knowledge are required when organizing the economic and social framework in which a film project is undertaken, since ultimately, movie success does not depend on individual star power. On the contrary, the real star is the team.