Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures

• Published in: Marketing science (Providence, R.I.) R.I.), 2003-07, Vol.22 (3), p.329-354
• Main Authors: Elberse, Anita, Eliashberg, Jehoshua
• Format: Article
• Language: English
• Subjects: Advertising expenditures; Audiences; Channel Management; Coefficients; Consumers; Data smoothing; Distribution; Domestic markets; Dynamic Simultaneous Equations Modeling; Econometric models; Econometrics; Empirical evidence; Entertainment Marketing; Exports; Film criticism; International markets; International Release Strategies; Marketing; Motion Picture Distribution and Exhibition; Motion picture industry; Motion pictures; Movies; Revenue; Statistical analysis; Studies; Success; Supply; Supply & demand; Supply and demand; Trends; Variable coefficients; Variables
• ISSN: 0732-2399; 1526-548X
• DOI: 10.1287/mksc.22.3.329.17740

We develop an econometric model to study a setting in which a new product is launched first in its domestic market and only at a later stage in foreign markets, and where the product's performance ("demand") and availability ("supply") are highly interdependent over time within and across markets. Integrating literature on international diffusion, "success–breeds–success" trends, and the theatrical motion picture industry—the focus of the empirical analysis—we develop a dynamic simultanenous–equations model of the drivers and interrelationship of the behavior of consumers ("audiences") and retailers ("exhibitors"). Our findings emphasize the importance of considering the endogeneity and simultaneity of audience and exhibitor behavior, and challenge conventional wisdom on the determinants of box office performance (which is predominantly based on modeling frameworks that fail to account for the interdependence of performance and availability). Specifically, we find that variables such as movie attributes and advertising expenditures, which are usually assumed to influence audiences directly, mostly influence revenues in directly, namely through their impact on exhibitors' screen allocations. In addition, consistent with the idea that the "buzz" for a movie is perishable, we find that the longer is the time lag between releases, the weaker is the relationship between domestic and foreign market performance—an effect mostly driven by foreign exhibitors' screen allocations.