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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Keywords consumer behavior, consumer choice models, creative ability, data analysis, entertainment industry, intuition, marketing (vertical), marketing channels, models and intuition, motion picture audiences, motion picture industry, movies
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Wierenga, B.. (2006). Motion Pictures: Consumers, Channels, and Intuition. Marketing Science: the marketing journal of INFORMS, 25(6), 674–677. doi:10.1287/mksc.l050.0185