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An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market

An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market

 Ho, Jason Y.C.
 2018.
 p. 414-431. Français
MarketingGiá cả.Cạnh tranh.Competition.Motion pictures.Generalized extreme value model.Thị trường sản xuất phim.Uniform pricing.
Tác giả CN Ho, Jason Y.C.
Nhan đề An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market / Jason Y.C. Ho, Yitian (Sky) Liang, Charles B. Weinberg, and Jing Yan
Thông tin xuất bản 2018.
Mô tả vật lý p. 414-431.
Tóm tắt Movies vary widely in appeal, star power, cost, and other elements, and therefore, each might be expected to charge a different price. Multiplexes, however, typically charge the same price for all movies, except for such premium formats as 3D, a choice that has puzzled managers and researchers. Because of data limitations, minimal empirical work has directly addressed this issue. In Hong Kong, however, prices vary both within and across multiplexes. Using daily ticket prices and attendance by theater and movie, the authors empirically examine the potential gains from differentiated movie-specific pricing as well as the increasingly common two-tier (2D/3D) uniform pricing, as compared with a full uniform pricing strategy in which a theater charges the same price for all its movies. Their results show that differential pricing leads to higher profits than the two-tier uniform pricing practice, but that the improvement is limited. In contrast, the gains are substantial when compared with the full uniform pricing strategy, suggesting that only minimal differentiation (2D/3D) may obtain most of the gains available from fully differentiated prices.
Thuật ngữ chủ đề Marketing -Movie Theatrical Market.
Từ khóa tự do Giá cả.
Từ khóa tự do Cạnh tranh.
Từ khóa tự do Competition.
Từ khóa tự do Motion pictures.
Từ khóa tự do Generalized extreme value model.
Từ khóa tự do Thị trường sản xuất phim.
Từ khóa tự do Uniform pricing.
Nguồn trích Journal of Marketing Research: - June 2018, Vol. 55, No. 3
MARC
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245[1 3] |a An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market / |c Jason Y.C. Ho, Yitian (Sky) Liang, Charles B. Weinberg, and Jing Yan
260[ ] |c 2018.
300[1 0] |a p. 414-431.
520[ ] |a Movies vary widely in appeal, star power, cost, and other elements, and therefore, each might be expected to charge a different price. Multiplexes, however, typically charge the same price for all movies, except for such premium formats as 3D, a choice that has puzzled managers and researchers. Because of data limitations, minimal empirical work has directly addressed this issue. In Hong Kong, however, prices vary both within and across multiplexes. Using daily ticket prices and attendance by theater and movie, the authors empirically examine the potential gains from differentiated movie-specific pricing as well as the increasingly common two-tier (2D/3D) uniform pricing, as compared with a full uniform pricing strategy in which a theater charges the same price for all its movies. Their results show that differential pricing leads to higher profits than the two-tier uniform pricing practice, but that the improvement is limited. In contrast, the gains are substantial when compared with the full uniform pricing strategy, suggesting that only minimal differentiation (2D/3D) may obtain most of the gains available from fully differentiated prices.
650[ ] |a Marketing |x Movie Theatrical Market.
653[0 ] |a Giá cả.
653[0 ] |a Cạnh tranh.
653[0 ] |a Competition.
653[0 ] |a Motion pictures.
653[0 ] |a Generalized extreme value model.
653[0 ] |a Thị trường sản xuất phim.
653[0 ] |a Uniform pricing.
773[0 ] |t Journal of Marketing Research: |g June 2018, Vol. 55, No. 3
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