Anita Elberse
There are 7 articles for this faculty member.
Marketing Maria: Managing the Athlete Endorsement
| Published: | October 29, 2007 |
|---|---|
| Feature: | Lessons from the Classroom |
Million-dollar endorsement deals will be made and broken by how baseball players on the Boston Red Sox and Colorado Rockies performed in the just completed World Series. HBS professor Anita Elberse discusses her research on sports marketing and her recent case on tennis powerhouse Maria Sharapova.
Published in 2006
Will the "Long Tail" Work for Hollywood?
| Published: | October 23, 2006 |
|---|---|
| Feature: | Research & Ideas |
The "long-tail phenomenon" is well documented: Amazon.com makes significant profits selling many low-volume books. But can the long tail work for video sales as well? A new working paper by professors Anita Elberse and Felix Oberholzer-Gee suggests that it may not bring the same benefits to Hollywood.
Published in 2005
The Box Office Power of Stars
| Q&A with: | Anita Elberse |
|---|---|
| Published: | October 3, 2005 |
| Feature: | Research & Ideas |
Just how much do movie stars contribute to box office success? HBS professor Anita Elberse researched the notion of "star power" to better understand how A-list players contribute to Hollywood's bottom line.
Advertising and Expectations: The Effectiveness of Pre-Release Advertising for Motion Pictures
| Authors: | Anita Elberse and Bharat N. Anand |
|---|---|
| Published: | July 5, 2006 |
| Paper Release Date: | September 30, 2005 |
| Feature: | Working Papers |
This research examines how advertising affects market-wide sales expectations for pre-release movies. The authors use data on advertising expenditures and an online stock market simulation, The Hollywood Stock Exchange (HSX), to track more than 280 movies released between 2001 and 2003. Their findings show that advertising affects the updating of market-wide expectations prior to release, and that this effect is stronger the higher the product quality.
The Power of Stars: Do Stars Drive Success in Creative Industries?
| Author: | Anita Elberse |
|---|---|
| Published: | July 5, 2006 |
| Paper Release Date: | July 2005, revised February 2006 |
| Feature: | Working Papers |
The importance of star power is evident in creative industries from music and film to fashion and architecture. Star actors are paid millions of dollars, but is star talent critical to product success? What determines the value of stars? In the context of the movie business, Elberse calculated the returns in a study comparing 1,200 casting announcements on trading behavior in a simulated and real stock market setting. In a separate study, she also looked at the stars' impact on expected revenues.
The Motion Picture Industry: Critical Issues in Practice, Current Research & New Research Directions
| Authors: | Jehoshua Eliashberg, Anita Elberse, and Mark A. A. M. Leenders |
|---|---|
| Published: | July 5, 2006 |
| Paper Release Date: | March 2005 |
| Feature: | Working Papers |
This paper reviews research and trends in three key areas of movie making: production, distribution, and exhibition. In the production process, the authors recommend risk management and portfolio management for studios, and explore talent compensation issues. Distribution trends show that box-office performance will increasingly depend on a small number of blockbusters, advertising spending will rise (but will cross different types of media), and the timing of releases (and DVDs) will become a bigger issue. As for exhibiting movies, trends show that more sophisticated exhibitors will emerge, contractual changes between distributor and exhibitors will change, and strategies for tickets prices may be reevaluated.
Published in 2003
Making Money Making Movies
| Q&A with: | Anita Elberse |
|---|---|
| Published: | November 3, 2003 |
| Feature: | Research & Ideas |
HBS professor Anita Elberse talks about the state of the international motion picture industry, movie piracy, and how to capture screens in foreign markets.
