UCLA

This analysis examines the influence of both traditional marketing channels– such as billboards,radio, and TV ads—and digital platforms on domestic box office revenue (U.S. and Canada) in a post-pandemic context. With the continued prominence of digital media following the COVID-19 pandemic, this research aims to identify which marketing channels most significantly drive box office success. Using regression models to assess the relationship between marketing media and revenue, the results reveal that traditional marketing channels remain effective, given their ability to reach vast audiences. Furthermore, digital platforms like Facebook and YouTube prove to have a positive and significant impact on box office revenue; and newer mediums such as streaming services and podcasts also show measurable influence. In addition to marketing and digital factors, film-related elements such as cast, subject matter and plot play a pivotal role in box office outcomes.