Wharton marketing professor Josh Eliashberg has a message for Hollywood: Get geeky. The use of statistical analysis and computer models he says can help managers in the movie industry understand why ratings on a given film will vary from country to country. Even more radically they can lead to the better evaluation of scripts. And using these sorts of techniques he insists won’t dim the magic of the silver screen. Eliashberg Wharton colleagues John Zhang and Sam Hui and Mark Leenders from the University of Amsterdam explore these topics in two research papers.
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