A study of 101 movie sequels
released in North American theaters
between 1998 and 2006
has put numbers behind
It is all about star power.
“If you had to choose one thing
to be consistent on,
it’s the star power,
keeping those same stars,”
says Mark Houston,
Professor of Marketing
with Texas Christian University.
That must be why
more and more studios
are locking stars into film series
(an example is the Twilight cast).
It makes sense branding-wise also
as movies are so tightly co-branded
with the stars appearing in them.
If you’re producing a sequel,
spend money to obtain
the same stars.
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