IDEAS home Printed from https://ideas.repec.org/a/inm/orinte/v31y2001i3_supplementps108-s127.html
   My bibliography  Save this article

Implementing and Evaluating SilverScreener: A Marketing Management Support System for Movie Exhibitors

Author

Listed:
  • Jehoshua Eliashberg

    (The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104-6371)

  • Sanjeev Swami

    (Department of Industrial and Management Engineering, Indian Institute of Technology, Kanpur, 208 016 U.P., India)

  • Charles B. Weinberg

    (Faculty of Commerce and Business Administration, University of British Columbia, Vancouver, British Columbia V6T 1Z2, Canada)

  • Berend Wierenga

    (Center for Information Technology in Marketing (C/IT/M), Rotterdam School of Management, Erasmus University, 3000 D.R. Rotterdam, The Netherlands)

Abstract

Every Monday morning, Pathé Theaters in the Netherlands decides which movies in its cinemas to retain and which to replace. It must choose replacement movies from those available at that time. We implemented the SilverScreener model, a mathematical-programming system [Swami, Eliashberg, and Weinberg 1999] to help Pathé managers make those decisions for one six-screen theater and tested its performance against the performance of two unaided similar multiscreen cinemas. Using Pathé's historical data, managerial judgment, and theater-specific factors, we developed an attendance-forecasting system. While a fully controlled experiment was not possible, the revenues at the theater using the Silver-Screener recommendations were higher than those at the two comparable theaters. Managerial attitudes towards the modeling system improved after implementation of SilverScreener.

Suggested Citation

  • Jehoshua Eliashberg & Sanjeev Swami & Charles B. Weinberg & Berend Wierenga, 2001. "Implementing and Evaluating SilverScreener: A Marketing Management Support System for Movie Exhibitors," Interfaces, INFORMS, vol. 31(3_supplem), pages 108-127, June.
    • Handle: RePEc:inm:orinte:v:31:y:2001:i:3_supplement:p:s108-s127
    DOI: 10.1287/inte.31.3s.108.9685
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/inte.31.3s.108.9685
    Download Restriction: no
    File URL: https://libkey.io/10.1287/inte.31.3s.108.9685?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Charles B. Weinberg, 1986. "Arts Plan: Implementation, Evolution, and Usage," Marketing Science, INFORMS, vol. 5(2), pages 143-158.
    2. Ramya Neelamegham & Pradeep Chintagunta, 1999. "A Bayesian Model to Forecast New Product Performance in Domestic and International Markets," Marketing Science, INFORMS, vol. 18(2), pages 115-136.
    3. Jehoshua Eliashberg & Jedid-Jah Jonker & Mohanbir S. Sawhney & Berend Wierenga, 2000. "MOVIEMOD: An Implementable Decision-Support System for Prerelease Market Evaluation of Motion Pictures," Marketing Science, INFORMS, vol. 19(3), pages 226-243, January.
    4. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
    5. John D. C. Little, 1970. "Models and Managers: The Concept of a Decision Calculus," Management Science, INFORMS, vol. 16(8), pages 466-485, April.
    6. Sanjeev Swami & Jehoshua Eliashberg & Charles B. Weinberg, 1999. "SilverScreener: A Modeling Approach to Movie Screens Management," Marketing Science, INFORMS, vol. 18(3), pages 352-372.
    7. Jehoshua Eliashberg & Mohanbir S. Sawhney, 1994. "Modeling Goes to Hollywood: Predicting Individual Differences in Movie Enjoyment," Management Science, INFORMS, vol. 40(9), pages 1151-1173, September.
    8. Mohanbir S. Sawhney & Jehoshua Eliashberg, 1996. "A Parsimonious Model for Forecasting Gross Box-Office Revenues of Motion Pictures," Marketing Science, INFORMS, vol. 15(2), pages 113-131.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Clement, Michel & Wu, Steven & Fischer, Marc, 2014. "Empirical generalizations of demand and supply dynamics for movies," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 207-223.
    2. Jehoshua Eliashberg & Anita Elberse & Mark A.A.M. Leenders, 2006. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions," Marketing Science, INFORMS, vol. 25(6), pages 638-661, 11-12.
    3. Robert E. Krider & Tieshan Li & Yong Liu & Charles B. Weinberg, 2005. "The Lead-Lag Puzzle of Demand and Distribution: A Graphical Method Applied to Movies," Marketing Science, INFORMS, vol. 24(4), pages 635-645, April.
    4. Knox, George & Eliashberg, Jehoshua, 2009. "The consumer's rent vs. buy decision in the rentailer," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 125-135.
    5. J-M Chen & H-L Cheng & I-C Lin, 2011. "On channel coordination under price-dependent revenue-sharing: can eBay's fee structure coordinate the channel?," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(11), pages 1992-2001, November.
    6. Hart, Andrew & Kerrigan, Finola & vom Lehn, Dirk, 2016. "Experiencing film: Subjective personal introspection and popular film consumption," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 375-391.
    7. Sanjeev Swami & Martin L. Puterman & Charles B. Weinberg, 2001. "Play It Again, Sam? Optimal Replacement Policies for a Motion Picture Exhibitor," Manufacturing & Service Operations Management, INFORMS, vol. 3(4), pages 369-386, July.
    8. Moon, Sangkil & Song, Reo, 2015. "The Roles of Cultural Elements in International Retailing of Cultural Products: An Application to the Motion Picture Industry," Journal of Retailing, Elsevier, vol. 91(1), pages 154-170.
    9. Edward I. Brody, 2001. "Marketing Engineering at BBDO," Interfaces, INFORMS, vol. 31(3_supplem), pages 74-81, June.
    10. Anita Elberse & Jehoshua Eliashberg, 2003. "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures," Marketing Science, INFORMS, vol. 22(3), pages 329-354.
    11. Amanda S. King & John T. King & Michael Reksulak, 2017. "Signaling for access to high-demand markets: evidence from the US motion picture industry," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 41(4), pages 441-465, November.
    12. Sanjeev Swami, 2006. "—Research Perspectives at the Interface of Marketing and Operations: Applications to the Motion Picture Industry," Marketing Science, INFORMS, vol. 25(6), pages 670-673, 11-12.
    13. Berend Wierenga, 2006. "—Motion Pictures: Consumers, Channels, and Intuition," Marketing Science, INFORMS, vol. 25(6), pages 674-677, 11-12.
    14. Eliashberg, J. & Hegie, Q. & Ho, J. & Huisman, D. & Miller, S.J. & Swami, S. & Weinberg, C.B. & Wierenga, B., 2007. "Demand-driven scheduling of movies in a multiplex," Econometric Institute Research Papers EI 2007-17, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
    15. Eliashberg, Jehoshua & Hegie, Quintus & Ho, Jason & Huisman, Dennis & Miller, Steven J. & Swami, Sanjeev & Weinberg, Charles B. & Wierenga, Berend, 2009. "Demand-driven scheduling of movies in a multiplex," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 75-88.
    16. Katherine Goff Inglis & Saeed Zolfaghari, 2017. "A Review of Scheduling Problems and Research Opportunities in Motion Picture Exhibition," Interfaces, INFORMS, vol. 47(2), pages 175-187, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jehoshua Eliashberg & Anita Elberse & Mark A.A.M. Leenders, 2006. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions," Marketing Science, INFORMS, vol. 25(6), pages 638-661, 11-12.
    2. Ana Suárez-Vázquez, 2011. "Critic power or star power? The influence of hallmarks of quality of motion pictures: an experimental approach," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 35(2), pages 119-135, May.
    3. Jason M. T. Roos & Ron Shachar, 2014. "When Kerry Met Sally: Politics and Perceptions in the Demand for Movies," Management Science, INFORMS, vol. 60(7), pages 1617-1631, July.
    4. Kim, Taegu & Hong, Jungsik & Kang, Pilsung, 2015. "Box office forecasting using machine learning algorithms based on SNS data," International Journal of Forecasting, Elsevier, vol. 31(2), pages 364-390.
    5. Divakaran, Pradeep Kumar Ponnamma & Palmer, Adrian & Søndergaard, Helle Alsted & Matkovskyy, Roman, 2017. "Pre-launch Prediction of Market Performance for Short Lifecycle Products Using Online Community Data," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 12-28.
    6. Gazley, Aaron & Clark, Gemma & Sinha, Ashish, 2011. "Understanding preferences for motion pictures," Journal of Business Research, Elsevier, vol. 64(8), pages 854-861, August.
    7. Jehoshua Eliashberg & Sam K. Hui & Z. John Zhang, 2007. "From Story Line to Box Office: A New Approach for Green-Lighting Movie Scripts," Management Science, INFORMS, vol. 53(6), pages 881-893, June.
    8. Sanjeev Swami & Martin L. Puterman & Charles B. Weinberg, 2001. "Play It Again, Sam? Optimal Replacement Policies for a Motion Picture Exhibitor," Manufacturing & Service Operations Management, INFORMS, vol. 3(4), pages 369-386, July.
    9. Stefan Stremersch & Jorge Gonzalez & Albert Valenti & Julian Villanueva, 2023. "The value of context-specific studies for marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 50-65, January.
    10. Anita Elberse & Jehoshua Eliashberg, 2003. "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures," Marketing Science, INFORMS, vol. 22(3), pages 329-354.
    11. Mark J Ferrari & Andrew Rudd, 2008. "Investing in movies," Journal of Asset Management, Palgrave Macmillan, vol. 9(1), pages 22-40, May.
    12. Sanjeev Swami & Jehoshua Eliashberg & Charles B. Weinberg, 1999. "SilverScreener: A Modeling Approach to Movie Screens Management," Marketing Science, INFORMS, vol. 18(3), pages 352-372.
    13. Natalia Gmerek, 2015. "The determinants of Polish movies’ box office performance in Poland," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 15-35.
    14. R Fildes & K Nikolopoulos & S F Crone & A A Syntetos, 2008. "Forecasting and operational research: a review," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(9), pages 1150-1172, September.
    15. Sanjeev Swami, 2006. "—Research Perspectives at the Interface of Marketing and Operations: Applications to the Motion Picture Industry," Marketing Science, INFORMS, vol. 25(6), pages 670-673, 11-12.
    16. Eliashberg, J. & Hegie, Q. & Ho, J. & Huisman, D. & Miller, S.J. & Swami, S. & Weinberg, C.B. & Wierenga, B., 2007. "Demand-Driven Scheduling of Movies in a Multiplex," ERIM Report Series Research in Management ERS-2007-033-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    17. Baranchuk Nina & Seetharaman Seethu & Strijnev Andrei, 2019. "Revenue Sharing Vertical Contracts in the Movie Industry: A Theoretical Analysis," Review of Marketing Science, De Gruyter, vol. 17(1), pages 81-116, June.
    18. Yi Liao & Yuxuan Peng & Songlin Shi & Victor Shi & Xiaohong Yu, 2022. "Early box office prediction in China’s film market based on a stacking fusion model," Annals of Operations Research, Springer, vol. 308(1), pages 321-338, January.
    19. Andrew Ainslie & Xavier Drèze & Fred Zufryden, 2005. "Modeling Movie Life Cycles and Market Share," Marketing Science, INFORMS, vol. 24(3), pages 508-517, November.
    20. Durand, Rodolphe & Hadida, Allègre L., 2016. "Logic combination and performance across occupational communities: The case of French film directors," Journal of Business Research, Elsevier, vol. 69(7), pages 2371-2379.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:orinte:v:31:y:2001:i:3_supplement:p:s108-s127. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.