What types of films are successful at the box office? Predicting opening weekend and non-opening gross earnings of films

ABSTRACT Although the film industry is high risk, sequels and films adapted from novels or comic books can be financially successful because they can capitalise on the established brands of their parent work. Focusing on sequels and adaptations as extended lines and brands, this paper analysed 2,490 films released between 2010 and 2013 in the U.S. to examine what types of films were successful in terms of opening weekend gross and non-opening gross. During opening weekends, while sequels generated higher grosses than non-sequels, sequels adapted from existing work generated even higher grosses. Brand strategies involving stars and title novelty further helped adaptation sequels generate higher grosses mostly during opening weekends. Sequels and adaptations may work together to garner line and brand extension benefits upfront.