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On enjoying watching movies in a theatre versus at home: a comparative analysis

Author

Listed:
  • Jason Yiu-chung Ho

    (Simon Fraser University)

  • Jehoshua Eliashberg

    (University of Pennsylvania)

  • Charles B. Weinberg

    (University of British Columbia)

  • Berend Wierenga

    (Erasmus University)

Abstract

For most major movies, consumers have a choice to watch them in a theater or on home video. While each viewing channel has its own advantages and disadvantages, consumers are watching the same underlying product—a specific movie. An unanswered question is whether consumers enjoy watching a specific movie more in a theater or video setting. Using IMDb rating data, we find that for most wide-release movies, ratings are higher during the theater window than during the video window. The differences are particularly high for movies with relatively large production budgets and for sequels.

Suggested Citation

  • Jason Yiu-chung Ho & Jehoshua Eliashberg & Charles B. Weinberg & Berend Wierenga, 2024. "On enjoying watching movies in a theatre versus at home: a comparative analysis," Marketing Letters, Springer, vol. 35(1), pages 29-44, March.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:1:d:10.1007_s11002-023-09705-3
    DOI: 10.1007/s11002-023-09705-3
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    References listed on IDEAS

    as
    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.
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    4. Morris Holbrook, 2005. "The Role of Ordinary Evaluations in the Market for Popular Culture: Do Consumers Have “Good Taste”?," Marketing Letters, Springer, vol. 16(2), pages 75-86, April.
    5. Tirtha Dhar & Guanghui Sun & Charles Weinberg, 2012. "The long-term box office performance of sequel movies," Marketing Letters, Springer, vol. 23(1), pages 13-29, March.
    6. David Godes & José C. Silva, 2012. "Sequential and Temporal Dynamics of Online Opinion," Marketing Science, INFORMS, vol. 31(3), pages 448-473, May.
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