Dans le secteur cinématographique, les spectateurs potentiels ont aujourd'hui la possibilité de se renseigner sur Internet pour connaître les recommandations des critiques et celles des internautes. Or, plus cette recommandation est portée par un grand nombre d'individus, plus elle fait du bruit: du « buzz ». Cette recherche explore dans quelle mesure ces buzz en ligne peuvent être prédicteurs et/ou influenceurs du box-office, en particulier après la semaine de lancement.
Une expérimentation de terrain menée sur 534 films montre que les buzz et plus précisément les recommandations affichées sur le site allocine.com sont significativement corrélées au box-office après la première semaine. Différents développements montrent que ces recommandations peuvent non seulement prédire, mais aussi influencer le box-office.
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