Does 3D Make Sense for Hollywood? The Economic Implications of Adding a Third Dimension to Hedonic Media Products

Autor:	Ann-Kristin Knapp, Thorsten Hennig-Thurau
Rok vydání:	2015
Předmět:	Selection bias Economics and Econometrics Matching (statistics) Point (typography) Computer science Communication media_common.quotation_subject Shot (filmmaking) Advertising Film genre Variable (computer science) Propensity score matching Econometrics Dimension (data warehouse) media_common
Zdroj:	Journal of Media Economics. 28:100-118
ISSN:	1532-7736 0899-7764
DOI:	10.1080/08997764.2015.1031902
Popis:	This article examines the economic effect of the 3D feature on movie success by using secondary data from all movies released in digital 3D between 2004 and 2011, and a 2D control sample. Using propensity score matching, the authors provide evidence for a sample selection bias that leads to an overestimation of the 3D effect if not accounted for. Matching results show that 3D movies are, on average, not economically advantageous when compared with 2D “twins.” However, subsequent weighted least squares regression analyses find that the impact of 3D on movie success varies in a non-linear, inverted U-shaped way with a “trend” variable that measures the point in time of a movie release and with a number of movie genres. A post-hoc analysis shows that a consumer's decision to attend a 3D screening of a 3D movie (instead of a 2D screening) is influenced by several factors, including whether the film is originally shot in 3D or the 3D element is added during postproduction.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a7223055ccdb0b782f7dc666b9f68274 https://doi.org/10.1080/08997764.2015.1031902 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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