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Recent Developments in Per Capita Pricing in Discount Movie Theaters

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  • Anthony J. Greco
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    Abstract

    In the summer of 1989, Paramount Pictures began a per capita pricing policy for distribution of its films to discount theaters. This paper examines such proposed fees, including the arguments advanced by Paramount to justify these, as well as those offered and the actions taken in opposition by the discount theaters. The author concludes that ParamountÕs proposed plan is apparently merely an attempt to compensate for its own lackluster performance in 1989 at the expense of discount theaters. He offers some evidence to substantiate this and suggests that ParamountÕs efforts should be redirected toward improved production and marketing strategies.

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    File URL: http://www.emeraldinsight.com/journals.htm?issn=1935-5181&volume=8&issue=2&articleid=1917693&show=abstract
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    Bibliographic Info

    Article provided by Emerald Group Publishing in its journal American Journal of Business.

    Volume (Year): 8 (1993)
    Issue (Month): 2 ()
    Pages: 53-58

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    Handle: RePEc:eme:ajbpps:v:8:y:1993:i:2:p:53-58

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    Related research

    Keywords: Marketing strategy; Movie theatres; Paramount pictures; Per capita pricing;

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