Linking advertising to box office performance of new film releases - a marketing planning model.

Journal of Advertising Research, July, 1996 by Zufryden, Fred S.

How will planned advertising expenditures by a motion-picture studio affect the box-office performance of a new film release? This is a critical question that is of concern to all motion-picture studios prior to the release of a new film. Unfortunately, this is a most challenging question that remains largely unanswered.

The current film-market environment is characterized by numerous film releases each year, all fighting for available screens. This has led to a trend characterized by substantially increased advertising expenditures to cut through the clutter and marketing costs ...