Learning about movies: the impact of movie release types on the nationwide box office

Xinlei Chen, Yuxin Chen and Charles Weinberg (charles.weinberg@sauder.ubc.ca)

Journal of Cultural Economics, 2013, vol. 37, issue 3, 359-386

Abstract: Major Hollywood studios typically release new movies in North America in one of the two ways, wide release or platform release. In this paper, we investigate how release form affects the demand of a new movie after it is nationally released. In particular, we focus on movies for which the platform release is pre-planned to make the problem tractable. We estimate our model using a sample of Hollywood movies that eventually received nationwide release from 1999 to 2003. Our results show that platform release shifts consumers’ perception of unobservable movie appeal through its first stage performance, which turns out to be a stronger effect than that of advertising. Meanwhile, we find that the demand for platform movies decays faster than for wide release ones after their national release. Using counterfactual analysis, we find that more than half of the platform movies which later went to national release would have earned higher profits if they had been given a wide release. Copyright Springer Science+Business Media New York 2013

Keywords: Entertainment marketing; Distribution; Word of mouth; Movies (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://hdl.handle.net/10.1007/s10824-012-9189-z (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jculte:v:37:y:2013:i:3:p:359-386

Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10824/PS2

DOI: 10.1007/s10824-012-9189-z

Access Statistics for this article

Journal of Cultural Economics is currently edited by Federico Etro and Douglas Noonan

More articles in Journal of Cultural Economics from Springer, The Association for Cultural Economics International Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla (sonal.shukla@springer.com) and Springer Nature Abstracting and Indexing (indexing@springernature.com).