When it pays to wait: Optimizing release timing decisions for secondary channels in the film industry

Ahmed, S; Sinha, A

When it pays to wait: Optimizing release timing decisions for secondary channels in the film industry

Ahmed, S Sinha, A

Permalink

Publication Type:: Journal Article
Citation:: Journal of Marketing, 2016, 80 (4), pp. 20 - 38
Issue Date:: 2016-07-01

Closed Access

	Filename	Description	Size
	When It Pays to Wait.pdf	Published Version	596.61 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Ahmed, S	en_US
dc.contributor.author	Sinha, A https://orcid.org/0000-0002-3165-4053	en_US
dc.date.issued	2016-07-01	en_US
dc.identifier.citation	Journal of Marketing, 2016, 80 (4), pp. 20 - 38	en_US
dc.identifier.issn	0022-2429	en_US
dc.identifier.uri	http://hdl.handle.net/10453/122117
dc.description.abstract	© 2016, American Marketing Association. This study examines the optimization of interrelease timing decisions, focusing on box office and DVD sales in the U.S.motion picture industry. It aims to improve managerial decision making by jointly modeling the revenue in these twochannels through a copula modeling approach. As in previous studies, the authors find that the time lag from box officerelease to DVD release should be increased to optimize total movie performance, but they conclude that previousstudies have systematically underestimated the optimal time lag. This study is the first to challenge the assumption of anegative decay in DVD performance as a function of time; its results suggest that a delayed DVD release is still optimalfor maximizing revenue in the DVD channel. This study's model suggests that, on average, individual movies areapproximately eight weeks away from their optimal lag and that the net impact of optimizing would be improvements intotal and DVD revenue by 2.5% and 5.6%, respectively. Therefore, this model is expected to enhance managerialdecision making by offering the ability to predict the optimal time lag for individual movies.	en_US
dc.relation.ispartof	Journal of Marketing	en_US
dc.relation.isbasedon	10.1509/jm.15.0484	en_US
dc.subject.classification	Marketing	en_US
dc.title	When it pays to wait: Optimizing release timing decisions for secondary channels in the film industry	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	80	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1506 Tourism	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	80	en_US

Abstract:

© 2016, American Marketing Association. This study examines the optimization of interrelease timing decisions, focusing on box office and DVD sales in the U.S.motion picture industry. It aims to improve managerial decision making by jointly modeling the revenue in these twochannels through a copula modeling approach. As in previous studies, the authors find that the time lag from box officerelease to DVD release should be increased to optimize total movie performance, but they conclude that previousstudies have systematically underestimated the optimal time lag. This study is the first to challenge the assumption of anegative decay in DVD performance as a function of time; its results suggest that a delayed DVD release is still optimalfor maximizing revenue in the DVD channel. This study's model suggests that, on average, individual movies areapproximately eight weeks away from their optimal lag and that the net impact of optimizing would be improvements intotal and DVD revenue by 2.5% and 5.6%, respectively. Therefore, this model is expected to enhance managerialdecision making by offering the ability to predict the optimal time lag for individual movies.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/122117