Marketing Theatrical Films for the Mobile Platform: The Roles of Web Content/Social Media, Brand Extension, WOM, and Windowing Strategies

As the mobile is recognised as a significant distribution platform for theatrical films, differences between mobile and theatrical platforms are of great interest to researchers and practitioners. This study investigated the effects of specific marketing factors - such as web content/social media, brand extension, eWOM, and windowing strategies - on the distribution of theatrical films on mobile platforms using movie industry data from South Korea. This study also compared the effects of factors affecting mobile and theatre performances. Results show that certain web content activities, brand extensions, star power, sequels, and movie length significantly influenced mobile movie performance. A comparison of the factors affecting mobile and theatre performances revealed that there was also a clear difference in the marketing factors of each platform.