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Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Case Study

Disney, a multinational conglomerate, collaborated with AdColony to launch a mobile campaign to advertise its new film ‘Moana’ through interactive video.

Case Study

This case study details how Disney, the entertainment conglomerate, promoted its film 'Pirates of the Caribbean: Dead Men Tell No Tales' by partnering with AdColony and becoming the first brand to use its Aurora HD Video.

Case Study

This case study explains how Warner Bros, an American entertainment company, partnered with CNN to advertise the film 'Sully' by reminding the audience of the unprecedented feat of the successful water landing.

Case Study

This case study details how Resident Evil, a Warner Bros action-horror film series, partnered with Gameloft to use its interactive video ad model for the first time in Turkey to transform its trailer into a video game.

Case Study

UK cinema company ODEON broadened its audience thanks to machine-learning technology that allowed it to effectively geo-fence its communication.

News

LOS ANGELES: Several major Hollywood studios are currently negotiating to secure the distribution rights for the James Bond movie franchise, but it has emerged that Amazon and Apple are also in hot pursuit.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

News

NEW YORK: Word of mouth (WOM) on Twitter exerts a powerful influence on the films that users choose to see in movie theaters, according to research published in the Journal of Advertising Research (JAR).

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

News

ATLANTA: There has been a sharp increase in the number of "tobacco incidents" in top-grossing movies over the past six years, according to a new study which calls for films depicting smoking to be re-rated to protect younger viewers.

News

NEW YORK: Movie trailers which successfully generate word of mouth (WOM) can play a central role in helping films become a box office success, according to new research published in the Journal of Advertising Research (JAR).

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Case Study

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

News

DELHI: After a lacklustre couple of years for Indian cinema, a brace of blockbuster movies is helping to boost the industry's fortunes, at the same time a forecast growth of 15% in cinema advertising revenues hints at the new opportunities for ...

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Case Study

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Article

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

Article

This event report outlines how Universal Pictures, the movie studio, is making effective use of digital to reach consumers.

News

LOS ANGELES: Disney has become the first studio to pass the $7bn mark for global box office receipts thanks to the success of its brands including Lucasfilm, the makers of the Star Wars franchise, and Marvel, the producer of superhero stories.