 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 International Journal of Research in Marketing, 2016, vol. 33, issue 2, 357-374 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: Expert reviews; Exhibitors; Distribution; Critics; Movies; Survival analysis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:2:p:357-374 DOI: 10.1016/j.ijresmar.2015.07.003 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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