Skip to main content

02.10.2023

On enjoying watching movies in a theatre versus at home: a comparative analysis

verfasst von: Jason Yiu-chung Ho, Jehoshua Eliashberg, Charles B. Weinberg, Berend Wierenga

Erschienen in: Marketing Letters

Einloggen

Aktivieren Sie unsere intelligente Suche um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

For most major movies, consumers have a choice to watch them in a theater or on home video. While each viewing channel has its own advantages and disadvantages, consumers are watching the same underlying product—a specific movie. An unanswered question is whether consumers enjoy watching a specific movie more in a theater or video setting. Using IMDb rating data, we find that for most wide-release movies, ratings are higher during the theater window than during the video window. The differences are particularly high for movies with relatively large production budgets and for sequels.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Anhänge
Nur mit Berechtigung zugänglich
Fußnoten
1
Our key results remain if we change the length of both viewing windows to 1 month.
 
2
Our key results hold when we reduce the cutoff to at least 50 reviews per movie in each window.
 
3
We thank Aidan Lieberman for suggesting this analysis.
 
4
As a robustness check on our results, we also estimated a fixed effect (for each movie) model in which the variable VIDEO_RUN is included. The coefficient of VIDEO_RUN is negative and statistically significant. See the Online Appendix for these results.
 
5
To allow for the possibility that ratings may decline over time, in addition to the VIDEO_RUN variable, we added a variable to capture the decay rate in the theatre and video windows to models MLM1-5. We found that the decay rate for the theatre window was significant and negative, but that the coefficient of VIDEO_RUN was still negative and significant. See the Online Appendix.
 
6
Other papers, e.g., Godes and Silva (2012), treat product ratings as ordinal. As a robustness check, we follow Bauer and Sterba (2001) and run an estimation of multilevel cumulative logit model treating the ratings as ordinal for models MLM1–5 and find that the coefficient of VIDEO_RUN is negative and significant. The results for other independent variables are generally consistent. See the Online Appendix for these results.
 
Literatur
Zurück zum Zitat Bauer, D., & Sterba, S. K. (2011). Fitting multilevel models with ordinal outcomes: Performance of alternative specifications and methods of estimation. Psychological Methods, 16(4), 373–390.CrossRef Bauer, D., & Sterba, S. K. (2011). Fitting multilevel models with ordinal outcomes: Performance of alternative specifications and methods of estimation. Psychological Methods, 16(4), 373–390.CrossRef
Zurück zum Zitat Delre, S. A., Broekhuizen, T. L. J., & Bijmolt, T. H. A. (2016). The effects of shared consumption on product life cycles and advertising effectiveness: The case of the motion picture market. Journal of Marketing Research, 53(4), 608–627.CrossRef Delre, S. A., Broekhuizen, T. L. J., & Bijmolt, T. H. A. (2016). The effects of shared consumption on product life cycles and advertising effectiveness: The case of the motion picture market. Journal of Marketing Research, 53(4), 608–627.CrossRef
Zurück zum Zitat Dhar, T., Sun, G., & Weinberg, C. B. (2012). The long-term box office performance of sequel movies. Marketing Letters, 23, 13–29.CrossRef Dhar, T., Sun, G., & Weinberg, C. B. (2012). The long-term box office performance of sequel movies. Marketing Letters, 23, 13–29.CrossRef
Zurück zum Zitat Eliashberg, J., Elberse, A., & Leenders, M. (2006). The motion picture industry: Critical issues in practice, current research and new research directions. Marketing Science, 25(6), 638–661.CrossRef Eliashberg, J., Elberse, A., & Leenders, M. (2006). The motion picture industry: Critical issues in practice, current research and new research directions. Marketing Science, 25(6), 638–661.CrossRef
Zurück zum Zitat Fröber, K., & Thomaschke, R. (2021). In the dark cube: Movie theater context enhances the valuation and aesthetic experience of watching films. Psychology of Aesthetics, Creativity, and the Arts, 15(3), 528–544.CrossRef Fröber, K., & Thomaschke, R. (2021). In the dark cube: Movie theater context enhances the valuation and aesthetic experience of watching films. Psychology of Aesthetics, Creativity, and the Arts, 15(3), 528–544.CrossRef
Zurück zum Zitat Gehring, W. D. (1988). Handbook of American film genres. Greenwood Press. Gehring, W. D. (1988). Handbook of American film genres. Greenwood Press.
Zurück zum Zitat Godes, D., & Silva, J. C. (2012). Sequential and temporal dynamics of online opinion. Marketing Science, 31(3), 448–473.CrossRef Godes, D., & Silva, J. C. (2012). Sequential and temporal dynamics of online opinion. Marketing Science, 31(3), 448–473.CrossRef
Zurück zum Zitat Hadar, J., & Russell, W. (1969). Rules for ordering uncertain prospects. American Economic Review., 59(1), 25–34. Hadar, J., & Russell, W. (1969). Rules for ordering uncertain prospects. American Economic Review., 59(1), 25–34.
Zurück zum Zitat Heathcote, A., Brown, S., Wagenmakers, E. J., & Eidels, A. (2010). Distribution-free tests of stochastic dominance for small samples. Journal of Mathematical Psychology, 54, 454–463.CrossRef Heathcote, A., Brown, S., Wagenmakers, E. J., & Eidels, A. (2010). Distribution-free tests of stochastic dominance for small samples. Journal of Mathematical Psychology, 54, 454–463.CrossRef
Zurück zum Zitat Holbrook, M. B. (2005). The role of ordinary evaluations in the market for popular culture: Do consumers have “good taste”? Marketing Letters, 16(2), 75–86.CrossRef Holbrook, M. B. (2005). The role of ordinary evaluations in the market for popular culture: Do consumers have “good taste”? Marketing Letters, 16(2), 75–86.CrossRef
Zurück zum Zitat Hox, J. J., Moerbeek, M., & van de Schoot, R. (2018). Multilevel analysis: Techniques and applications. Routledge. Hox, J. J., Moerbeek, M., & van de Schoot, R. (2018). Multilevel analysis: Techniques and applications. Routledge.
Zurück zum Zitat Hu, N., Pavlou, P. A., & Zhang, J. (2009). Overcoming the J-shaped distribution of product reviews. Communications of the ACM, 52(10), 144–147.CrossRef Hu, N., Pavlou, P. A., & Zhang, J. (2009). Overcoming the J-shaped distribution of product reviews. Communications of the ACM, 52(10), 144–147.CrossRef
Zurück zum Zitat Karniouchina, E. V., Carson, S. J., Theokary, C., Rice, L., & Reilly, S. (2022). Women and minority film directors in Hollywood: Performance implications of product development and distribution biases. Journal of Marketing Research, (60, 1), 25–51. Karniouchina, E. V., Carson, S. J., Theokary, C., Rice, L., & Reilly, S. (2022). Women and minority film directors in Hollywood: Performance implications of product development and distribution biases. Journal of Marketing Research, (60, 1), 25–51.
Zurück zum Zitat Levy, H. (1992). Stochastic dominance and expected utility: Survey and analysis. Management Science, 38(4), 555–593.CrossRef Levy, H. (1992). Stochastic dominance and expected utility: Survey and analysis. Management Science, 38(4), 555–593.CrossRef
Zurück zum Zitat Moon, S., Bergey, P. K., & Iacobucci, D. (2010). Dynamic effects among movie ratings, movie revenues, and viewer satisfaction. Journal of Marketing, 74, 108–121.CrossRef Moon, S., Bergey, P. K., & Iacobucci, D. (2010). Dynamic effects among movie ratings, movie revenues, and viewer satisfaction. Journal of Marketing, 74, 108–121.CrossRef
Zurück zum Zitat Simon, K. (2021). Effecten Covid-19 voor Vrijetijdsbesteding (Effects of Covid on Leisure Activities). Financieel Dagblad (Amsterdam), February 2, 2021. Simon, K. (2021). Effecten Covid-19 voor Vrijetijdsbesteding (Effects of Covid on Leisure Activities). Financieel Dagblad (Amsterdam), February 2, 2021.
Zurück zum Zitat Vrieze, S. I. (2012). Model selection and psychological theory: A discussion of the differences between the Akaike information criterion (AIC) and the Bayesian information criterion (BIC). Psychol Methods, 17(2), 228–243.CrossRef Vrieze, S. I. (2012). Model selection and psychological theory: A discussion of the differences between the Akaike information criterion (AIC) and the Bayesian information criterion (BIC). Psychol Methods, 17(2), 228–243.CrossRef
Metadaten
Titel
On enjoying watching movies in a theatre versus at home: a comparative analysis
verfasst von
Jason Yiu-chung Ho
Jehoshua Eliashberg
Charles B. Weinberg
Berend Wierenga
Publikationsdatum
02.10.2023
Verlag
Springer US
Erschienen in
Marketing Letters
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-023-09705-3