Motion Pictures: Consumers, Channels, and Intuition

The author offers commentary on an article about research in the motion picture industry in this issue of "Marketing Science." Topics discussed include consumer behavior among moviegoers, the motion picture industry as a marketing channel consisting of distributors and exhibitors, and the value placed on intuition and creativity in this particular industry. The author focuses on combining professional intuition with data analysis models in making decisions about marketing in the motion picture industry.

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