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| Author: | Rennhoff, A.D. Wilbur, K.C. |
| Title: | The effectiveness of post-release movie advertising |
| Journal: | International Journal of Advertising
2011 : VOL. 30:2, p. 305-328 |
| Index terms: | USA film industry advertising television advertising effectiveness |
| Language: | eng |
| Abstract: | In the movie industry, frequent new product introductions and short product life cycles lead to unusually high levels of advertising. This paper examines effectiveness of television advertisements aired after the theatrical opening of a motion picture. Using a new dataset, an instrumental variables, lagged effects model is estimated. Post-release (herein as: p-rls.) film advertising is found to exhibit a high degree of heterogeneity across films, yet generating substantial returns for some movies. It is suggested among others that studios may find it beneficial to experiment with higher p-rls. advertising budgets. |
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