NDLI: The adoption of social networking technologies in cinema releases

Content Provider	Springer Nature Link
Author	Westland, J. Christopher
Copyright Year	2012
Abstract	Film marketing plays a growing role in movie release due to the high cost and financial risk of film production, with studios investing in expensive marketing campaigns to maximize revenue early in the release cycle. Marketing for films is a significant part of the budget, with Hollywood spending about $4 billion a year to buy TV and print advertising. Product cycles have accelerated, and studios are increasingly sensitive to criticism and market positioning. Because of its immediacy and ubiquity, Internet social networking is seen as a cost-effective alternative to traditional promotion. The current research investigates the effectiveness of Internet social networking in film success through a novel application of event study methods based on Internet search engine datasets. I find that release directed Internet social networking activities increase film revenues 64% and increase search activity 48%. I also report that increased revenue and search continue after the release period during the time that films appear on DVD, streaming and subscription TV, with revenue 14% higher than it would have been without the social networking campaign. In addition, I observe increased viewer search of around 41% over what it would have been without the Internet social networking campaign. A marginal increase of Internet social networking activity is predicted to result in a threefold increase in search intensity related to a film. The analysis shows that both budgets and the level of Internet search activity are important factors in the revenue generation of films, and Internet social networking campaigns lead to higher revenues.
Starting Page	167
Ending Page	181
Page Count	15
File Format	PDF
ISSN	1385951X
Journal	Information Technology and Management
Volume Number	13
Issue Number	3
e-ISSN	15737667
Language	English
Publisher	Springer US
Publisher Date	2012-01-31
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Film promotion Internet search Economic analysis Social networking Statistics Viral marketing Operations Research/Decision Theory Business Information Systems Business/Management Science Computer Communication Networks Data Structures, Cryptology and Information Theory
Content Type	Text
Resource Type	Article
Subject	Business, Management and Accounting Information Systems Communication

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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