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The day after tomorrow: longer run issues in theatrical exhibition.

Publication: Marketing Science
Publication Date: 01-NOV-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: The day after tomorrow: longer run issues in theatrical exhibition.(Invited Commentary)

Article Excerpt
The authors do an excellent job of summarizing issues and trends that will play out in the very short run, perhaps the most pressing topics for immediate research. In addition to expanding on some of their themes, I would argue that there remain a number of issues that will arise in the slightly longer run. Given the industry's history of stunted technology acceptance, changes when they come, may come quickly. Parallels with the music industry, facing similar challenges 5-10 years ahead of movies, can be especially insightful, and I will conclude with thoughts along that longer term time horizon.

Whether countries are overscreened from a profit or social perspective is of interest to both marketers and economists, and the authors fairly frame the trends in the data and the questions. This, however, seems to be an issue that could be greatly informed with more micro-level data. The authors point out that, while admissions grew by 17% from 1989 to 1999, the number of screens increased by 62% over the same...

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