Operations, Information and Decisions Papers

Document Type

Journal Article

Date of this Version

11-2006

Publication Source

Marketing Science

Volume

25

Issue

6

Start Page

638

Last Page

661

DOI

10.1287/mksc.1050.0177

Abstract

The motion picture industry has provided a fruitful research domain for scholars in marketing and other disciplines. The industry has high economic importance and is appealing to researchers because it offers both rich data that cover the entire product lifecycle for many new products and because it provides many unsolved “puzzles.” Although the amount of scholarly research in this area is rapidly growing, its impact on practice has not been as significant as in other industries (e.g., consumer packaged goods). In this article, we discuss critical practical issues for the motion picture industry, review existing knowledge on those issues, and outline promising research directions. Our review is organized around the three key stages in the value chain for theatrical motion pictures: production, distribution, and exhibition. Focusing on what we believe are critical managerial issues, we propose various conjectures—framed either as research challenges or specific research hypotheses—related to each stage in the value chain and often involved in understanding consumer movie-going behavior.

Keywords

motion picture industry, entertainment industry, review, research and models

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Date Posted: 27 November 2017

This document has been peer reviewed.