Abstract
The movie industry benefits financially from creating sequels with links to previous movies. Sequels build on the success of the original movie and generally attain high box office revenues and generate positive word-of-mouth. In the current study, however, the converse effect is investigated; namely how preadvertising a sequel may lead to bigger success for the current (original) movie. Three studies demonstrate that a preadvertised sequel makes the original movie seem more interesting and produces higher levels of satisfaction and word of mouth. Results suggest that entertainment brands likely benefit from preannouncing sequels and follow-up concepts already at the time of launch of the original movie.