The film industry tends to discourage spoilers in movie reviews, believing that when moviegoers read reviews that ruin surprises or reveal important plot elements, they’ll be less likely to see the movie. Spoiler alert: this isn’t always the case. This Journal of Marketing study finds that spoiler reviews actually have a positive effect on box office revenue by reducing moviegoer uncertainty.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242920937703
Read the Scholarly Insight for this article here.