This paper describes a model that generates weekly movie schedules in a multiplex movie theater. A movie schedule specifies within each day of the week, on which screen(s) different movies will be played, and at which time(s). The model consists of two parts: (i) conditional forecasts of the number of visitors per show for any possible starting time; and (ii) an optimization procedure that quickly finds an almost optimal schedule (which can be demonstrated to be close to the optimal schedule).
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AbstractThis paper describes a model that generates weekly movie schedules in a multiplex movie theater. A movie schedule specifies within each day of the week, on which screen(s) different movies will be played, and at which time(s). The model consists of two parts: (i) conditional forecasts of the number of visitors per show for any possible starting time; and (ii) an optimization procedure that quickly finds an almost optimal schedule (which can be demonstrated to be close to the optimal schedule).To generate this schedule we formulate the so-called movie scheduling problem as a generalized set partitioning problem. The latter is solved with an algorithm based on column generation techniques.We have applied this combined demand forecasting /schedule optimization procedure to a multiplex in Amsterdam where we supported the scheduling of fourteen movie weeks. The proposed model not 2 only makes movie scheduling easier and less time consuming, but also generates schedules that would attract more visitors than the current 'intuition-based' schedules.
PurposeThis paper seeks to assess how different segments in the movie market respond to three marketing drivers, namely prices, product availability and viewing channels (including piracy).Design/methodology/approachA total of 12 conjoint profiles were designed with various levels of the three marketing drivers and a questionnaire was administered to respondents from a major Canadian city. Respondents were then segmented by their channels of acquiring pirated movies and a regression model was run to test for their potential differential responses to the three marketing drivers.FindingsThe data show that consumers who had recently obtained hardcopies of pirated movies were more price‐sensitive than other consumers. On the other hand, consumers who had obtained pirated movies through two channels, namely purchasing hardcopies and downloading softcopies, were not as eager as non‐pirates to see the movie as soon as it was released or in a movie theater. Surprisingly, the different segments appear to place a similar value on viewing a movie on an authentic DVD as compared to a pirated one.Research limitations/implicationsAs respondents were from a convenience sample in a Canadian city, further research should replicate and extend this study in other geographical markets.Practical implicationsThe findings demonstrate the need to segment consumers of pirated products by the channels of acquisition and suggest that the movie industry's attempt to portray piracy as being immoral or unethical has had limited impact.Originality/valueThis paper sheds light on the differences between consumers who obtained pirated movies through purchasing hardcopies and those through the internet.
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