“There’s never-ending debate about do big stars actually sell movies,” says the sales executive. In his 2012 study The Economics of Creativity, finance professor S Abraham Ravid of New York’s Yeshiva University concluded that they didn’t. Star worship “is all but a myth”, he wrote. “Stars can still sell magazines, but not movies” His research showed that the most successful films consisted – surprise – of simple, well-told stories.
