Organization

Bauhaus-University of Weimar

Project Description

The time frame between a movie’s first theatrical release and the subsequent opening of the second distribution channel, i.e. home video, has been declining from the previously common 6-7 months to currently 5 months. Still, voices in the movie industry are demanding a further reduction of this time frame, worried that a delayed release into the second distribution channel could cause a movie and its marketing efforts to sink into oblivion. On the other hand, opponents of an early home video release argue that it would cannibalize the first distribution channel by driving the film out of theatres earlier.
Employing a choice-based conjoint design which considers three distribution channels (theatrical, home video, online), movie characteristics (genre, visual effects, stars etc.) and consumer characteristics (personality, movie consumption habits, demographics etc.), this research project aims to incorporate the above-mentioned oppositional effects into a coherent, revenue-maximizing model of movie release timing.

Project Abstract

The time frame between a movie’s first theatrical release and the subsequent opening of the second distribution channel, i.e. home video, has been declining from the previously common 6-7 months to currently 5 months. Still, voices in the movie industry are demanding a further reduction of this time frame, worried that a delayed release into the second distribution channel could cause a movie and its marketing efforts to sink into oblivion. On the other hand, opponents of an early home video release argue that it would cannibalize the first distribution channel by driving the film out of theatres earlier.
Employing a choice-based conjoint design which considers three distribution channels (theatrical, home video, online), movie characteristics (genre, visual effects, stars etc.) and consumer characteristics (personality, movie consumption habits, demographics etc.), this research project aims to incorporate the above-mentioned oppositional effects into a coherent, revenue-maximizing model of movie release timing.

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