Forecasting product sales can be a guessing game (Bass, 1969). This can also be said for the movie industry where a multitude of factors can influence the success of movies (Hennig-Thurau, Houston, & Heitjans, 2009). Since movies have short product life cycles, there has been considerable emphasis placed on investigating the factors that influence the success of movies (e.g., Basuroy, Chatterjee, & Ravid, 2003; Ainslie, Dreze, & Zufryden, 2005; Brewer, Kelley, & Jozefowicz, 2009; Dhar, Sun, & Weinberg, 2012).
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