S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Ph.D. / Sc.D._경영학과)
Modeling the Effects of Preview Scale and Timing on Performance of Movies: A Copula Approach
시사회 규모와 시점이 영화 흥행에 미치는 영향
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- Entertainment marketing; movie preview; copula modeling; timing optimization; marketing strategy
- 학위논문 (박사)-- 서울대학교 대학원 : 경영대학 경영학과, 2018. 2. 김상훈.
- This study develops and tests a model of both the initial and final performance of a movie, with a specific focus on the decision related to the film preview that distributors need to consider to maximize box office revenue. The aim of this study is to show that the current decisions made by distributors are suboptimal in most cases, and as a result, the authors suggest a more systematic approach. In line with previous studies, this research indicates that inviting a large audience to the preview improves the final box office performance of the movie. In addition, the results suggest that there is a quadratic relationship between the time lag from the initial preview to the opening and the final audience numbers during high season. Specifically, the model reveals that the optimal average time lag in high season is 36.5 days, compared with the actual average of 15.4 days. This model can improve managerial decision making by providing the ability to estimate the optimal time lag for specific movies to maximize movie sales.