Abstract
The motion picture industry has been the subject of much research, and the intensity of scrutiny by marketing researchers has been increasing over the past decade. This fascinating industry, however, still offers a wealth of research opportunities. Fruitful avenues of exploration include using movies as an example of new product-intensive markets, the important but under-researched field of product placement, and the everpuzzling and rich question of the determinants of movie success and failure.
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