Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: The challenge of the unknown : the effect of pay-what-you-want on the market success of publicly subsidized films
Authors : Drevs, Florian
et. al : No
DOI : 10.5771/0344-9777-2013-4-255
Published in : Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen
Volume(Issue) : 36
Issue : 4
Pages : 255
Pages to: 270
Issue Date: 2013
Publisher / Ed. Institution : Nomos
ISSN: 0344-9777
Language : English
Subjects : Cultural institution; Customer satisfaction; Motion picture industry; Public spending
Subject (DDC) : 306: Culture
Abstract: Producers and exhibitors often rely on or emphasize artistic and cultural merit to counter the economic non-viability of publicly-subsidized films. They fail to exploit innovative pricing and promotion mechanisms to increase market acceptance. Pay-what-you-want (PWYW) options, especially, could compensate for small advertising budgets. This option would allow exhibitors of independent films to compete with large chains more successfully. The results of an empirical study show that for relatively unknown films, which were represented by a surprise movie screening in the empirical investigation, pay-what-you-want options lead to higher satisfaction and higher self-generated revenues for subsidized movies than fixed ticket prices. PWYW may be considered a pricing tool to increase movie attendance and word-of-mouth multiplier effects for publicly-subsidized films.
URI: https://digitalcollection.zhaw.ch/handle/11475/18078
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Winterthur Institute of Health Economics (WIG)
Appears in Collections:Publikationen School of Management and Law

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