Does Movie Trailer Release during the Super Bowl Really Work? The Impact of Movie Promotion on Revenue and the Value of a Movie
Document Type
Presentation
Presentation Date
11-2012
Abstract or Description
This study investigates whether movie trailer release during the Super Bowl affects revenue and the value of promoted movies. We compare the revenue of Super Bowladvertised movies and non-Super Bowl-advertised movies. Results show that Super Bowl-advertised movies generate more revenue than non-Super Bowl-promoted movies based on revenue comparison between Super Bowl-advertised movies and their closest non-Super Bowl-advertised movies from 2004 to 2008. An event study is used to examine whether movie trailer release during the Super Bowl influences the value of individual movies and movie casts, including directors, actors and actresses. The result indicates that movie trailer release during the Super Bowl has a favorable impact on the value of movie, but little effect on the cast. This study offers a rationale for ad expenditure during the Super Bowl by investigating the financial impact of movie trailer release during the Super Bowl.
Sponsorship/Conference/Institution
Society for Marketing Advances Teaching Moments (SMA)
Location
Orlando, FL
Recommended Citation
Kim, Jin-Woo, Traci H. Freling.
2012.
"Does Movie Trailer Release during the Super Bowl Really Work? The Impact of Movie Promotion on Revenue and the Value of a Movie."
Department of Marketing Faculty Presentations.
Presentation 10.
https://digitalcommons.georgiasouthern.edu/marketing-facpres/10
