電影發行者的時間決策分析

The Movie Distributor's Time Decision

李怡靜(Yi-Ching Li)

指導教授 ： 施俊吉

國立臺灣大學/社會科學院/經濟學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00890

摘要

時間在電影產業扮演著重要的角色，且電影票房表現與光碟租售市場間的表現存在著高度的相關性，本研究的主要目標為藉由電影發行者的時間決策來連結票房市場與光碟租售市場，並討論此兩階段時間決策的主要影響因素為何。本研究發現上映期長除了受到電影本身的票房表現影響外，在春假上映的電影會播放較久；而在旺季上映的電影會提早進入光碟租售市場，票房市場與光碟租售市場間替代性較高的電影類型，會較晚進入光碟租售市場；台灣的光碟銷售市場不如美國熱絡，銷售量則會受到電影的票房表現影響，續集會對光碟銷售造成負面影響。

關鍵字

起始效果 ； 票房消退率 ； 上映期長 ； 光碟租售市場 ； 進入光碟租售市場之時間間隔

並列摘要

Time plays an important role in movie industry. And there is a close relation between box office market and video market. This paper aims to connect the box office market and video market by the distributor’s time decision and analyze the key effects of the two-stage time decision of the distributor. Besides opening effect and decay rate, this paper finds that the play length is longer if the movie releases on Spring break. Video is distributed early if the movie is released in theater in the peak months. However, the stronger substitute effect between box office and video markets is, the later video is distributed. Compared with USA, video market in Taiwan is not that prosperous. The sale of video is related with the box office, and is negative to sequel.

並列關鍵字

opening effect ； decay rate ； play length ； video market ； width of releasing in theater and video market

參考文獻

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