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Moviemod: An Implementable Decision-Support System For Prerelease Market Evaluation Of Motion Pictures, Jehoshua Eliashberg, Jedid-Jah Jonker, Mohanbir S. Sawhney Jan 2000

Moviemod: An Implementable Decision-Support System For Prerelease Market Evaluation Of Motion Pictures, Jehoshua Eliashberg, Jedid-Jah Jonker, Mohanbir S. Sawhney

Operations, Information and Decisions Papers

In spite of the high financial stakes involved in marketing new motion pictures, marketing science models have not been applied to the prerelease market evaluation of motion pictures. The motion picture industry poses some unique challenges. For example, the consumer adoption process for movies is very sensitive to word-of-mouth interactions, which are difficult to measure and predict before the movie has been released. In this article, we undertake the challenge to develop and implement MOVIEMOD—a prerelease market evaluation model for the motion picture industry. MOVIEMOD is designed to generate box-office forecasts and to support marketing decisions for a new ...