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Research and the motion picture industry.

Article Excerpt
The motion picture industry features challenging management problems and appealing research opportunities. Based on research findings, three challenges for managers are the need to (1) view movies as just one part of the product line, (2) consider the evolution of the first-run exhibition channel, and (3) take a global perspective in decision making. For researchers, the motion picture industry is a data-intensive natural laboratory that allows for empirical testing of important research questions. The study of competitive dynamics and contractual issues are highlighted as topics of particular relevance.

Key words: motion picture industry; entertainment industry; applications

History: This paper was received September 9, 2005; processed by Steven Shugan.

Introduction

The publication of books by De Vany (2004), Moul (2005), and Scott (2005) and an article by Eliashberg et al. (2006, henceforth EEL), reassures us that, despite the screenwriter William Goldman's (1983) aphorism that in Hollywood, "nobody knows anything," academics think they know something. (1) However, as EEL sagely point out, there is still much to be learned. As with any good paper, EEL conclude that both (1) the results are interesting and (2) more research is needed. While all four of the works cited provide informative--but not always consistent--views of lessons learned and future directions, this paper concentrates on EEL's article, as it is published in this issue of Marketing Science.

The goal of this comment is not to assess to what extent EEL have identified, as their conclusion begins, "some of the most crucial issues for the motion picture industry," because they clearly have done so. Rather, I offer some alternative views and suggest why the motion picture industry is so promising for further academic research. Because EEL focus on the industry, firm, and movie levels and not the individual level, this note will have a similar concentration, recognizing (as do EEL) that there is much...