Research and the Motion Picture Industry

Weinberg, Charles B.
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p667
Academic Journal
The motion picture industry features challenging management problems and appealing research opportunities. Based on research findings, three challenges for managers are the need to (1) view movies as just one part of the product line, (2) consider the evolution of file first-run exhibition channel, and (3) take a global perspective in decision making. For researchers, the motion picture industry is a data-intensive natural laboratory that allows for empirical testing of important research questions. The study of competitive dynamics and contractual issues are highlighted as topics of particular relevance.


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