Factors influencing motion picture performance across different channels and development of online performance score

Abstract

In motion picture industry, secondary markets have generated high revenue and its importance is getting bigger, which brought great hope to motion picture industry that spent hard time. For realizing economy of scale by distinguishing consumers, distribution strategy is essential and this requires understanding of each distribution channel. This thesis focuses on each channel’s characteristics to activate market by distributing optimized contents on each channel.We study influence of different success drivers on the movie performance across each motion picture channel. Hypotheses are proved by corporate data of top 100 movies from each chan-nel. With result from analysis, we set online performance score which is specialized perfor-mance index in online movie distribution channel. This study suggests new way of realizing window effect, not focusing on time gap influence between channels regarding current trend of its diminishing. And this will help not only producers effectively distribute movies in prop-er market but also users find movies that they want.