The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market
We use data on a movie’s stock price as it trades on the Hollywood Stock Exchange, a popular online market simulation, to study the impact of movie advertising. We find that advertising has a positive and statistically significant effect on expected revenues, but that the effect varies strongly acro...
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| Veröffentlicht in: | Information economics and policy 2007-10, Vol.19 (3-4), p.319-343 |
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| container_title | Information economics and policy |
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| creator | Elberse, Anita Anand, Bharat |
| description | We use data on a movie’s stock price as it trades on the Hollywood Stock Exchange, a popular online market simulation, to study the impact of movie advertising. We find that advertising has a positive and statistically significant effect on expected revenues, but that the effect varies strongly across movies of different “quality”. The point estimate implies that the returns to advertising for the average movie are negative. |
| doi_str_mv | 10.1016/j.infoecopol.2007.06.003 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0167-6245 |
| ispartof | Information economics and policy, 2007-10, Vol.19 (3-4), p.319-343 |
| issn | 0167-6245 1873-5975 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_36701451 |
| source | RePEc; PAIS Index; ScienceDirect Journals (5 years ago - present) |
| subjects | Advertising Data analysis Economic impact analysis Effectiveness Impact analysis Internet Motion pictures Movies Simulation Stock exchange Stock market simulations Stock prices Studies |
| title | The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market |
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