Implementing and Evaluating SilverScreener: A Marketing Management Support System for Movie Exhibitors (original) (raw)
2000
In spite of the high financial stakes involved in marketing new motion pictures, marketing science models have not been applied to the market evaluation of motion pictures. The motion picture industry poses some unique challenges. For example, the consumer adoption process for movies is very sensitive to word-of-mouth interactions, which are difficult to measure and predict the movie has been