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—Research Perspectives at the Interface of Marketing and Operations: Applications to the Motion Picture Industry

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  • Sanjeev Swami

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

Abstract

In this comment, I discuss some research issues at the interface of marketing and operations particularly relevant to the motion picture industry. The major focus of my comments will be on the exhibition component of the motion picture value chain. Based on research findings and available data, I discuss the following issues: dynamic and interesting characteristics of the motion picture industry, the applicability of management science tools to artistic products, the practitioners' viewpoint, and the possibility of moving from specific to general research problems (and vice versa) in this field. Four promising research areas have been identified for marketing academics and researchers: (i) an integrated scheduling approach, (ii) relationship management and contract design, (iii) the role of forecasting accuracy in movie decision support systems, and (iv) the impact of digital conversion of movies on operations scheduling.

Suggested Citation

  • 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.
    • Handle: RePEc:inm:ormksc:v:25:y:2006:i:6:p:670-673
    DOI: 10.1287/mksc.1050.0163
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    References listed on IDEAS

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    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. 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.
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    7. 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.
    8. 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.
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    Cited by:

    1. Dapeng Liu & Pascal Courty, 2022. "Some economics of movie exhibition: increasing returns and Imax revenue premium," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 46(4), pages 597-634, December.

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