Abstract:

Based on the data on 898 films released in China between September 2014 to December 2017 from China Box Office（www.cbooo.cn），we examine the relationship between the intensity of event marketing and movie box office revenue. The results show that：（1）Event marketing promotes the box office revenue of the movie in general. As the intensity of event marketing increases，the box office revenue increases first and then decreases，showing an inverted U-shape relationship.（2）Some attributes of the movie，like sequel film or imported film，positively impact the movie box office revenue but reduce the effectiveness of event marketing.（3）The appropriate timing for event marketing is the 4th and the 6th week before release and the 2nd week after release. Each additional event marketing can increase the box office revenue by up to 59%.（4）The most favorable type of event marketing is theme song，followed by premiere，meeting，specials，posters，conferences，trailers，and other types of event marketing are not significant.

Key words: Event Marketing, Movie Box Office, Sequel, Import, 3D