Cross‐selling in the US home video industry
研究发现家庭视频行业中，工作室旧片需求增加10%会带动新片销售增长4.7%，原因在于供给方通过降价或广告将热门影片的推力传导至其他影片。
We identify significant cross‐selling effects in the home video industry: a 10% increase in the demand for a studio's old titles leads to a 4.7% increase in new title sales. We argue this is due to supply‐side effects: studios with strong titles are better able to “push” other titles through retailers; and the latter “push” these additional supplies to consumers by means of lower prices and/or heavier advertising. Our strategy for identifying causality is based on “star power” effects: increases in old movie demand caused by recent success of movies with a similar cast and/or director.