Intertemporal Movie Distribution: Versioning When Customers Can Buy Both Versions
AbstractWe study a model of film distribution and consumption. The studio can release two goods, a theatrical version and a video version, and has to decide on its versioning and sequencing strategy. In contrast with the previous literature, we allow for the possibility that some consumers may watch both versions. This simple extension leads to novel results. It now becomes optimal to introduce versioning if the goods are not too substitute for one another, even when production costs are zero (pure information goods). We also demonstrate that the simultaneous release of the versions ("day-and-date" strategy) can be optimal when the studio is integrated with the exhibition and distribution channels. In contrast, a sequential release ("video window" strategy) is typically the outcome when the studio negotiates with independent distributors and exhibitors.
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Bibliographic InfoArticle provided by INFORMS in its journal Marketing Science.
Volume (Year): 31 (2012)
Issue (Month): 4 (July)
product segmentation; versioning; sequencing; distribution channels; movie industry; information goods;
Other versions of this item:
- Joan Calzada & Tommaso M. Valletti, 2011. "Intertemporal Movie Distribution: Versioning when customers can buy both versions," CEIS Research Paper 198, Tor Vergata University, CEIS, revised 20 Jun 2011.
- Calzada, Joan & Valletti, Tommaso, 2011. "Intertemporal movie distribution: Versioning when customers can buy both versions," CEPR Discussion Papers 8279, C.E.P.R. Discussion Papers.
- D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
- L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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