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The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions

The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research... The motion picture industry has provided a fruitful research domain for scholars in marketing and other disciplines. The industry has high economic importance and is appealing to researchers because it offers both rich data that cover the entire product lifecycle for many new products and because it provides many unsolved puzzles. Although the amount of scholarly research in this area is rapidly growing, its impact on practice has not been as significant as in other industries (e.g., consumer packaged goods). In this article, we discuss critical practical issues for the motion picture industry, review existing knowledge on those issues, and outline promising research directions. Our review is organized around the three key stages in the value chain for theatrical motion pictures: production, distribution, and exhibition. Focusing on what we believe are critical managerial issues, we propose various conjecturesframed either as research challenges or specific research hypothesesrelated to each stage in the value chain and often involved in understanding consumer movie-going behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Science INFORMS

The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions

24 pages

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References (190)

Publisher
INFORMS
Copyright
Copyright © INFORMS
Subject
Review Article
ISSN
0732-2399
eISSN
1526-548X
DOI
10.1287/mksc.1050.0177
Publisher site
See Article on Publisher Site

Abstract

The motion picture industry has provided a fruitful research domain for scholars in marketing and other disciplines. The industry has high economic importance and is appealing to researchers because it offers both rich data that cover the entire product lifecycle for many new products and because it provides many unsolved puzzles. Although the amount of scholarly research in this area is rapidly growing, its impact on practice has not been as significant as in other industries (e.g., consumer packaged goods). In this article, we discuss critical practical issues for the motion picture industry, review existing knowledge on those issues, and outline promising research directions. Our review is organized around the three key stages in the value chain for theatrical motion pictures: production, distribution, and exhibition. Focusing on what we believe are critical managerial issues, we propose various conjecturesframed either as research challenges or specific research hypothesesrelated to each stage in the value chain and often involved in understanding consumer movie-going behavior.

Journal

Marketing ScienceINFORMS

Published: Nov 1, 2006

Keywords: Keywords : motion picture industry ; entertainment industry ; review ; research and models

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