Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5076042 | Information Economics and Policy | 2007 | 25 Pages |
Abstract
We use data on a movie's stock price as it trades on the Hollywood Stock Exchange, a popular online market simulation, to study the impact of movie advertising. We find that advertising has a positive and statistically significant effect on expected revenues, but that the effect varies strongly across movies of different “quality”. The point estimate implies that the returns to advertising for the average movie are negative.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Management of Technology and Innovation
Authors
Anita Elberse, Bharat Anand,