Movie Advertising and the Stock Market Valuation of Studios: A Case of "Great Expectations?"

Product innovation is the key revenue driver in the motion picture industry. Because major studios typically launch fewer than 20 movies per year, the financial performance of a single release can have a major effect on the studio's profitability. In this paper we study how single movie release...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2009-03, Vol.28 (2), p.239-250
Hauptverfasser:	Joshi, Amit M, Hanssens, Dominique M
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Budgets Business management Cinema Consumer behaviour Economic aspects Economic expectations Film criticism Film industry Film studios Financial performance Hypotheses In-theater advertising Industry sales and revenue Investments Investors Marketing marketing-finance interface Motion picture industry Motion pictures Movies Prices Product life cycle Production budgets Profitability Profits Rates of return Regression analysis Securities markets stock market valuation Stock markets Stock prices stock return modeling Strategic planning Studies Valuation Variable stars
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