Linking Advertising to Box Office Performance of New Film Releases: A Marketing Planning Model
本文提出了一个模型，将新片广告支出与观众认知、观影意愿及票房收入联系起来，帮助电影公司评估不同广告投放和影院发行策略。
A new model approach is developed to evaluate the market performance of new film releases as a function of advertising. The proposed model sequentially links planned advertising expenditures for a new film introduction to awareness, intention to see the film as well as projected ticket sales at the box office. This paper illustrates how the model may be used by a movie studio to evaluate alternative film introduction strategies based on proposed allocations of advertising expenditures as well as theater distribution intensities over a film's life cycle.