Türkiye'de Gişe Performansının Belirleyicileri

Yıl 2022, Sayı: 60, 72 - 92, 21.12.2022

Eyüp Al Ömer Faruk Tan

https://doi.org/10.47998/ikad.1118114

Öz

Film endüstrisi hem küresel hem de yerel ekonomiler için büyük önem taşımaktadır. Bu süreçte, film stüdyoları ve yapımcılar finansal risk yönetimi nedeniyle gişe başarısını tahmin etmeye çalışmaktadırlar. Bir filmin gişesini etkileyen faktörler ve faktörler arasındaki ilişkiler hakkında bilgi birikiminin arttırılması gerekmektedir. Bu makalenin amacı, Türkiye’de sinema sektöründe gişe hasılatı faktörlerini analiz etmektir. Çalışmanın örneklemini 2015-2019 yılları arasında vizyona giren 1.178 film oluşturmaktadır. Analiz sonuçlarına göre sinema salonlarının ve haftalarının, devam filmlerinin ve tatil sayılarının artması filmlerin toplam gelirlerini pozitif ve önemli ölçüde etkilemektedir. Ayrıca, filmler Kasım, Aralık, Ocak ve Şubat aylarında yayınlandıklarında, iyi finansal performans göstermektedirler. Sonuçlar ayrıca bilim kurgu, fantastik ve biyografi filmlerinin, filmlerin toplam geliri üzerinde pozitif ve önemli bir etkiye sahip olduğunu göstermektedir. Son olarak Warner Bros Pictures (WB) ve United International Pictures (UIP) tarafından piyasada dağıtılan filmler, gelir üzerinde istatistiksel olarak önemli ve pozitif bir etkiye sahiptir.

Anahtar Kelimeler

Sinema filmi, Türkiye, gişe, çoklu regresyon, müşteri memnuniyeti

The Determinants of Box Office Performance in Turkey

Öz

The film industry has great importance for both global and local economies. In the process, movie studios and producers try to predict box office success due to financial risk management. It is necessary to increase knowledge about the factors affecting the box office of a movie and the relationship between factors. The purpose of this paper is to analyze the determinants of box office revenue in the movie industry in Turkey. The study sample consists of 1,178 movies released and the time spans between 2015 and 2019. Based on the findings, an increasing number of theaters and weeks, sequels and school breaks have a positive and significant effect on total revenues. In addition, if movies are released in November, December, January, and February, they show good financial performance. The results also indicate audiences prefer science-fiction, fantasy, and biography movies. Finally, the movies in the market distributed by Warner Bros. Pictures (WB) and United International Pictures (UIP) have a positive and significant effect on total revenues.

Anahtar Kelimeler

Motion picture, Turkey, box office, multiple regression, customer satisfaction

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