Invited Commentary—Research Perspectives at the Interface of Marketing and Operations: Applications to the Motion Picture Industry

In this comment, I discuss some research issues at the interface of marketing and operations particularly relevant to the motion picture industry. The major focus of my comments will be on the exhibition component of the motion picture value chain. Based on research findings and available data, I discuss the following issues: dynamic and interesting characteristics of the motion picture industry, the applicability of management science tools to artistic products, the practitioners’ viewpoint, and the possibility of moving from specific to general research problems (and vice versa) in this field. Four promising research areas have been identified for marketing academics and researchers: (i) an integrated scheduling approach, (ii) relationship management and contract design, (iii) the role of forecasting accuracy in movie decision support systems, and (iv) the impact of digital conversion of movies on operations scheduling.