Title

Does Movie Trailer Release during the Super Bowl Really Work? The Impact of Movie Promotion on Revenue and Value

Document Type

Article

Publication Date

2013

Publication Title

International Journal of Integrated Marketing Communications

Abstract

This study investigates whether movie trailer release during the Super Bowl affects revenue and the value of promoted movies. A simple revenue comparison between Super Bowl-advertised movies and non-Super Bowl-advertised shows that Super Bowl-advertised movies generate more revenue than non-Super Bowl-promoted movies. More elaborated comparison with sample matching substantiates that film promotion during the Super Bowl events from 2004 and 2008 is attributed to film success 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 expenditures during the Super Bowl by investigating the financial impact of movie trailer release during the Super Bowl.

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