Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia

Abstract

Purpose

Anecdotal evidence suggests that casting actors with similar facial features in a movie can pose challenges in foreign markets, hindering the audience's ability to recognize and remember characters. Extending developments in the literature on the cross-race effect, we hypothesize that facial similarity – the extent to which the actors starring in a movie share similar facial features – will reduce the country-level box-office performance of US movies in East and South-East Asia (ESEA) countries.

Design/methodology/approach

We assembled data from various secondary data sources on US non-animation movies (2012–2021) and their releases in ESEA countries. Combining the data resulted in a cross-section of 2,616 movie-country observations.

Findings

Actors' facial similarity in a US movie's cast reduces its box-office performance in ESEA countries. This effect is weakened as immigration in the country, internet penetration in the country and star power increase and strengthened as cast size increases.

Originality/value

This first study on the effects of cast's facial similarity on box-office performance represents a novel extension to the growing literature on the antecedents of movies' box-office performance by being at the intersection of the two literature streams on (1) the box-office effects of cast characteristics and (2) the antecedents, in general, of box-office performance in the ESEA region.

Citation

Giannetti, V., Chen, J. and Wei, X. (2024), "Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia", International Marketing Review, Vol. 41 No. 2, pp. 469-489. https://doi.org/10.1108/IMR-06-2023-0118