Journal of Applied Communication Research Vol. 33, No. 2, May 2005, pp. 139–158 Promoting Movies on Television Susan Tyler Eastman, Nancy C. Schwartz & Xiaomei Cai Although many factors affecting a movie’s success lie outside a television network’s control, on-air promotion is produced by the network and can be utilized to varying degrees of effectiveness. This study measured the impact of 10 promotional variables on broadcast movie ratings by analyzing 813 prime-time promos for 137 televised movies…
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