The Last Picture Show? Timing and Order of Movie Distribution Channels  

Oleh:

Hennig-Thurau, Thorsten ; Henning, Victor ; Sattler, Henrik ; Eggers, Felix ; Houston, Mark B.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 63-83.
Topik: sequeltial distribution of motion pictures; NPV model

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Movies and other media goods are traditionally distributed across distinct sequential channels (e.g., theaters, home video, video on demand). The optimality of the currently employed timing and order of channel openings has become a matter of contentious debate among both industry experts and marketing shcolar. In this article, the authors present a model of revenue generation across four sequential distribution channels, combining choicebased conjoint data with other information. Drawing on stratified random samples for three major markets-namely, the United Stateds, Japan, and Germany and a total of 1770 consumers, the empirical result suggest that the studios that produce motion pictures can increas their revenue by up to 16.2% through sequential distribution chain timing and order changes when applying a common distribution model for all movies in a country and that revenue-optimizing structures differ strongly among countries. Under the conditions of the study, the author find that the simultaneous release of movies in theater and on rental home vidoe generates maximum revenues for movie studios in the United States but has devastating effect on other industry players, and barries for the implemention of the revenue-maximizing distribution models are critically reflected.

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