The impact of advertising content on movie revenues |
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| Authors: | Vithala?R?Rao S?Abraham Ravid Richard?T?Gretz Jialie?Chen Suman?Basuroy |
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| Institution: | 1.Cornell-SC Johnson College of Business, Johnson School, Cornell University,Ithaca,USA;2.Sy Syms School of Business, Yeshiva University,New York,USA;3.Research Fellow, Knut Wicksell Center, Lund University,Lund,Sweden;4.College of Business,University of Texas,San Antonio,USA |
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| Abstract: | We analyze the contents of print ads in the motion picture industry (e.g., number of reviews quoted in the ad, the presence of a top reviewer, size of the ad, star, director, etc.). We find that external validation (a recommendation by a top reviewer) is more important to revenues than the informative content of the ad. |
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