On enjoying watching movies in a theatre versus at home: a comparative analysis

Jason Yiu-chung Ho (), Jehoshua Eliashberg (), Charles B. Weinberg () and Berend Wierenga ()
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Jason Yiu-chung Ho: Simon Fraser University
Jehoshua Eliashberg: University of Pennsylvania
Charles B. Weinberg: University of British Columbia
Berend Wierenga: Erasmus University

Marketing Letters, 2024, vol. 35, issue 1, No 3, 29-44

Abstract: Abstract For most major movies, consumers have a choice to watch them in a theater or on home video. While each viewing channel has its own advantages and disadvantages, consumers are watching the same underlying product—a specific movie. An unanswered question is whether consumers enjoy watching a specific movie more in a theater or video setting. Using IMDb rating data, we find that for most wide-release movies, ratings are higher during the theater window than during the video window. The differences are particularly high for movies with relatively large production budgets and for sequels.

Keywords: Movie theaters; Streaming; Product review ratings; Stochastic dominance (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11002-023-09705-3

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