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...