This paper explores how sequel movies can increase consumers willingness to watch and improve This paper explores how sequel movies can increase consumers willingness to watch and improve Internet Movie Database( IMDb) ， the paper finds that consumers are more willing to watch named sequels( vs．numbered sequels) ， and that consumers imagery accessibility plays a mediating role in this effect． However，this effect is moderated by movie themes． Specifically， for prospective sequels， consumers are more willing to watch named sequels( vs． numbered sequels) ; while for retrospective sequels， they are more willing to watch numbered sequels( vs． named sequels) ． This paper has strategic implications on how to build film brands by adopting different naming strategy， and on brand marketing for the whole cultural industry．