The effect of critical reviews on exhibitors' decisions: Do reviews affect the survival of a movie on screen ?

Renaud Legoux, Denis Larocque, Sandra Laporte (), Soraya Belmati and Thomas Boquet
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Renaud Legoux: HEC Montréal - HEC Montréal
Denis Larocque: HEC Montréal - HEC Montréal
Sandra Laporte: HEC Montréal - HEC Montréal
Soraya Belmati: HEC Montréal - HEC Montréal
Thomas Boquet: HEC Montréal - HEC Montréal

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Abstract: This article aims to demonstrate that distribution intermediaries, namely exhibitors, are influenced by critical reviews in their programming decisions after the launch of a movie. More specifically, it tests the effect of critical reviews on the decision of exhibitors to keep or withdraw a movie on their screens from week to week. A unique data set comprising more than 165,000 weekly theater level decisions spanning over a decade is used for the analyses. Exhibitors' decisions are modeled through a discrete time survival model with random effects. Results show that a movie with excellent reviews has more chances to stay longer in a theater when compared to one with poor, fair, or good reviews, even after controlling for the previous week's box office. This finding suggests that a portion of the overall commercial performance usually associated with positive reviews can be attributed to the impact of critics' reviews on exhibitors' decisions to keep the movie on screen for a longer period

Keywords: Survival analysis,Movies,Critics,Distribution,Exhibitors,Expert reviews (search for similar items in EconPapers)
Date: 2016-06
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Published in International Journal of Research in Marketing, 2016, vol. 33 (n° 2), pp.357-374

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05775769

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