Course Number: 93-858
Market Research in the Entertainment Industry
This course will present a concise but comprehensive survey of consumer research as it is used in the entertainment industry today. Producers and distributors of entertainment content are constantly making choices about what films and programs to produce and how to market them, and research has evolved as a primary factor in how those choices are made. We will study the issues they address, the methods they use to address them, and the action implications of the findings from their research programs.
The primary focus will be on research for movies and television. For movies, the key topics will be production-related studies (e.g., pre-release recruited audience screenings, concept appeal tests), marketing research (trailer and TV commercial testing, tracking studies) and post-release audience surveys. For television, pilot testing, audience ratings and program maintenance will be the main subjects.