Linking Advertising to Box Office Performance of New Film Releases: A Marketing Planning Model

A new model approach is developed to evaluate the market performance of new film releases as a function of advertising.

Linking Advertising to Box Office Performance of New Film Releases: A Marketing Planning Model

Fred Zufryden

How will planned advertising expenditures by a motion-picture studio affect the box-office performance of a new film release? This is a critical question that is of concern to all motion-picture studios prior to the release of a new film. Unfortunately, this is a most challenging question that remains largely unanswered.

The current film market environment is characterized by numerous film releases each year, all fighting for available screens. This has led to a trend characterized by substantially increased advertising expenditures to cut through the...

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