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  • An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market /
Tác giả CN Ho, Jason Y.C.
Nhan đề An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market / Jason Y.C. Ho, Yitian (Sky) Liang, Charles B. Weinberg, and Jing Yan
Thông tin xuất bản 2018.
Mô tả vật lý p. 414-431.
Tóm tắt Movies vary widely in appeal, star power, cost, and other elements, and therefore, each might be expected to charge a different price. Multiplexes, however, typically charge the same price for all movies, except for such premium formats as 3D, a choice that has puzzled managers and researchers. Because of data limitations, minimal empirical work has directly addressed this issue. In Hong Kong, however, prices vary both within and across multiplexes. Using daily ticket prices and attendance by theater and movie, the authors empirically examine the potential gains from differentiated movie-specific pricing as well as the increasingly common two-tier (2D/3D) uniform pricing, as compared with a full uniform pricing strategy in which a theater charges the same price for all its movies. Their results show that differential pricing leads to higher profits than the two-tier uniform pricing practice, but that the improvement is limited. In contrast, the gains are substantial when compared with the full uniform pricing strategy, suggesting that only minimal differentiation (2D/3D) may obtain most of the gains available from fully differentiated prices.
Đề mục chủ đề Marketing --Movie Theatrical Market.
Thuật ngữ không kiểm soát Giá cả.
Thuật ngữ không kiểm soát Cạnh tranh.
Thuật ngữ không kiểm soát Competition.
Thuật ngữ không kiểm soát Motion pictures.
Thuật ngữ không kiểm soát Generalized extreme value model.
Thuật ngữ không kiểm soát Thị trường sản xuất phim.
Thuật ngữ không kiểm soát Uniform pricing.
Nguồn trích Journal of Marketing Research: - June 2018, Vol. 55, No. 3
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0410 |afre
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1001 |aHo, Jason Y.C.
24513|aAn Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market / |cJason Y.C. Ho, Yitian (Sky) Liang, Charles B. Weinberg, and Jing Yan
260|c2018.
30010|ap. 414-431.
520 |aMovies vary widely in appeal, star power, cost, and other elements, and therefore, each might be expected to charge a different price. Multiplexes, however, typically charge the same price for all movies, except for such premium formats as 3D, a choice that has puzzled managers and researchers. Because of data limitations, minimal empirical work has directly addressed this issue. In Hong Kong, however, prices vary both within and across multiplexes. Using daily ticket prices and attendance by theater and movie, the authors empirically examine the potential gains from differentiated movie-specific pricing as well as the increasingly common two-tier (2D/3D) uniform pricing, as compared with a full uniform pricing strategy in which a theater charges the same price for all its movies. Their results show that differential pricing leads to higher profits than the two-tier uniform pricing practice, but that the improvement is limited. In contrast, the gains are substantial when compared with the full uniform pricing strategy, suggesting that only minimal differentiation (2D/3D) may obtain most of the gains available from fully differentiated prices.
650 |aMarketing |xMovie Theatrical Market.
6530 |aGiá cả.
6530 |aCạnh tranh.
6530 |aCompetition.
6530 |aMotion pictures.
6530 |aGeneralized extreme value model.
6530 |aThị trường sản xuất phim.
6530 |aUniform pricing.
7730 |tJournal of Marketing Research: |gJune 2018, Vol. 55, No. 3
890|a0|b0|c0|d0

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