Movies, TV programs and Youtube channels

학위논문(박사) -- 서울대학교대학원 : 공과대학 산업공학과, 2021.8. 조성준.The content market, including video content market, is a high-risk, high-return industry. Because the cost of copying and distributing the created video content is very low, large profit can be generated upon success. However, as content is an experience good, its quality cannot be judged before purchase. Hence, marketing has an important role in the content market because of the asymmetry of information between suppliers and consumers. Additionally, it has the characteristics of One Source Multi Use; if it is successful, additional profits can be created through various channels. Therefore, it is important for the content industry to correctly distinguish content with a high probability of success from the one without it and to conduct effective marketing activities to familiarize consumers with the product. Herein, we propose a methodology to assist in data-based decision-making using machine learning models and help in identifying problematic issues in video content markets such as movies, TV programs, and over-the-top (OTT) market. In the film market, although marketing is very important, decisions are still made based on the sense of practitioners. We used the market research data collected through online and offline surveys to learn a model that can predict the number of audiences on the opening-week Saturday, and then use the learned model to propose a method for effective marketing activities. In the TV program market, programming is performed to improve the overall viewership by matching TV programs and viewer groups well. We learn a model that predicts the audience rating of a program using the characteristics of the program and the audience-rating information of the programs before, after, and at the same time, and use the resulting data to assist in decision-making to find the optimal programming scenario. The OTT market is facing a new problem of user's perception bias caused by the “recent recommendation” system. In the fields of politics and news particularly, if the user does not have access to different viewpoints because of the recommendation service, it may create and/or deepen a bias toward a specific political view without the user being aware of it. In order to compensate for this, it is important to use the recommended channel while the user is well aware of what kind of channel it is. We built a channel network in the news/political field using the data extracted from the comments left by users on the videos of each channel. In addition, we propose a method to compensate for the bias by classifying networks into conservative and progressive channel clusters and presenting the topography of the political tendencies of YouTube channels.1 Introduction 1 2 Prediction of Movie Audience on First Saturday with Decision Trees 5 2.1 Background 5 2.2 Related work 9 2.3 Predictive model construction 15 2.3.1 Data 15 2.3.2 Target variable 17 2.3.3 Predictor variable 19 2.3.4 Decision Tree and ensemble prediction models 28 2.4 Prediction model evaluation 29 2.5 Summary 37 3 Prediction of TV program ratings with Decision Trees 40 3.1 Background 40 3.2 Related work 42 3.2.1 Research on the ratings themselves 42 3.2.2 Research on broadcasting programming 44 3.3 Predictive model construction 45 3.3.1 Target variable 45 3.3.2 Predictor variable 46 3.3.3 Prediction Model 48 3.4 Prediction model evaluation 50 3.4.1 Data 50 3.4.2 Experimental results 51 3.5 Optimization strategy using the predictive model 54 3.5.1 Broadcasting programming change process 56 3.5.2 Case Study 57 3.6 Summary 60 4 Relation detection of YouTube channels 62 4.1 Background 62 4.2 Related work 65 4.3 Method 67 4.3.1 Channel representation 68 4.3.2 Channel clustering with large k and merging clusters by keywords 71 4.3.3 Relabeling with RWR 73 4.3.4 Isolation score 74 4.4 Result 74 4.4.1 Channel representation 74 4.4.2 Channel clustering with large k and merging clusters by keywords 76 4.4.3 Relabeling with RWR 77 4.4.4 Isolation score 79 4.5 Discussion 80 4.5.1 On the Representativeness of the Channel Preferences of the Users from Their Comments 80 4.5.2 On Relabeling with RWR 82 4.6 Summary 83 5 Conclusion 85 5.1 Contribution 85 5.2 Future Direction 87 Bibliography 91 국문초록 110박

An Exploration of Ticket Pricing in Intercollegiate Athletics

Ticket sales represent a significant revenue stream for FBS athletic departments, yet little is known about how administrators determine prices for those tickets. This three-paper format dissertation is an attempt to begin filling this gap in the literature so that we may better understand ticket pricing from a managerial perspective. Paper one is conceptual in nature, and includes a review of extant ticket pricing literature and presents a research agenda for studying pricing in the unique environment of intercollegiate sport using the theoretical frameworks of stakeholder theory and institutional theory. The second and third papers are empirical examinations of ticket-pricing from the viewpoints of athletic administrators with various departmental responsibilities so that we may better understand the role of ticket pricing in intercollegiate sport from different points of departure. Using a phenomenological approach, twenty athletic administrators, representing two Power 5 and two Group of 5 institutions, were interviewed about their experiences with ticket pricing. Paper two represents an attempt to better understand the pricing process utilized in college sport, including the organizational objectives and influencing factors identified by administrators, while also suggesting a cyclical model for spectator sport ticket pricing. Paper three is an exploration of the perceived roles of athletic administrative stakeholders, as well as departmental isomorphic behavior, as they relate to ticket pricing decisions in intercollegiate athletics

Implementing Green Roofs on Movie Theaters and Shopping Centers: Business Cases in Profitable Sustainability

This thesis presents the business case for installing green roofs on movie theaters and shopping centers. These businesses can then derive increased profits from the environmental benefits of reduced energy use and increased stormwater retention. After presenting the basic design and benefits of a green roof, the thesis develops stand-alone business plans for a movie theater and shopping center. The author finds that green roofs are a profitable sustainability solution for the commercial enterprise

Harnessing Hollywood Hype: Film Marketing Meets the Challenges and Opportunities of the 21st Century

Marketing is a vital commercial activity and source of competitive advantage within the Hollywood film industry, serving to create, circulate and translate symbolic meaning around a film and its ancillary products, construct and target key audience segments, guide audience expectations and viewing choices, and mitigate financial risk. Marketers thus play an increasingly central role in all stages of the filmmaking process. To examine the often overlooked structures and practices of Hollywood’s marketing arm, this study adopts a media industry studies approach, employing interviews, fieldwork, and textual analysis to explore the social, technological, organizational, economic, and spatial forces that shape the contemporary context of Hollywood marketing materials’ creation. In the early 21st century, Hollywood studios face profound challenges and opportunities wrought by the dual forces of globalization and digitization. In response, marketers have developed a novel view of their audience: as increasingly global and empowered. Globalization and digitization are thus treated as centrifugal forces, diffusing production and meaning-making capabilities across geographic space and media platforms, and threatening the centralized control traditionally held by Hollywood studios. Marketers are incentivized to embrace these decentralizing forces and the cultural labor now provided by third party marketing agencies, international distributors, and audiences. However, Hollywood studios’ institutional inertia, risk aversion, and inclination to maintain firm control of their marketing messages and intellectual property preclude a whole-hearted embrace of these changes. Studio marketers thus act with deep ambivalence toward these outside players, attempting to capitalize on their cultural labor while simultaneously acting to circumscribe their power

The Daily Texan

Texas Student Medi

Finding an audience: Evaluating the production and marketing of low budget British films in the iFeatures production scheme, 2009 - 2014

This thesis explores the first iteration of iFeatures, a grant-aided low budget production scheme in Bristol, UK, from 2009 – 2014. The scheme encouraged and trained filmmakers to develop digital marketing and distribution strategies to enable the three feature films, In the Dark Half (2012), Flying Blind (2013) and 8 Minutes Idle (2014) to compete in the market place against bigger budgeted films. Little original research on low budget marketing and distribution has been carried out which this thesis attempts to rectify. The research captured a specific period in history in which digital marketing and distribution was regarded by the UK Film Council (UKFC) and other stakeholders as techniques that would allow the low budget sector to find its audience, and overcame the century-long problems of how to sustain indigenous feature film production. The research findings are based on multiple data sources that collectively fill a gap in original research. Unprecedented access was obtained to major stakeholders including the iFeatures creative teams, BBC Films, the UKFC, sales agents and distributors. The in-depth interviews uncovered motivations and attitudes to marketing and these were analysed using Pierre Bourdieu’s framework (1986, 1996, 2001, 2003). In a separate chapter, conceptual approaches underpinning digital marketing and distribution, and the emerging strategies are also analysed. The three films are presented as case studies to show how each film adopted different strategies using digital and traditional marketing techniques. These case studies drew on unique data which captured the impact and scope of the online marketing, and over a thousand surveys from cinemagoers which showed the relative persuasiveness of both digital and traditional marketing. The thesis argues that iFeatures’ objectives were not achieved. Training filmmakers to become marketers did not account for their attitudinal dissonance nor the importance of symbolic capital. Also, coherent marketing strategies were lacking that understood and deployed the principles of marketing and emerging paradigms and logics. The case studies showed that digital marketing is only effective for defined audiences and when manipulated by expert personnel, and that traditional techniques should not be ignored. These results suggest that, as the commercial returns are so small, low budget filmmaking should exist to take creative risks and to develop talent and that its future may best be supported within a television business model

NCAA Fencing Championship

This paper examined the many aspects of planning, organizing, and managing a sporting event. Specifically, it focused on the management of the 2019 NCAA Fencing Championships utilizing Welsh-Ryan Arena at Northwestern University as the host site. Every aspect of the event is examined beginning with the organization responsible for it, going through the structure of the event itself, outlining a marketing plan for the event, analyzing the management of employees and volunteers, discussing of potential risks associated with the facility for this event, analyzing ethical concerns of the event itself, and concluding with personal reflection from the paper\u27s author. Included within the event analysis are items like budget breakdowns, facility layout, and images documenting the facility itself. The paper as a whole represents a comprehensive analysis and breakdown of the management of the NCAA Fencing Championships, which is designed to be utilized as an exploratory examination of all the elements that go into working in the field of sports management, particularly as an event host

The Effect of Third Party Procedural Justice Perceptions on Purchase Decisions: The Role of Uncontrolled Marketing Communications

Marketing scholars have long been interested in consumer likelihood to purchase and the antecedents that impact and influence these intentions. Management scholars have concurrently researched, primarily in the workplace, justice and injustice and the influencers and outcomes of these justice or injustice perceptions. This research conducts an online experiment to test the impact of electronic word-of-mouth (eWOM) on third party consumer procedural justice perceptions and consumer‟s likelihood to purchase. With the emergence of interactive web platforms, consumers have more places than ever to share their opinions and perceptions of the companies where they shop for goods and services. There has been a power shift with respect to integrated marketing communications from the firm toward the consumer via these new Web 2.0 platforms. Consumer review forums and anti-brand sites are used to create the treatment conditions in this interdisciplinary research. I find that negative eWOM has a significant impact on respondent‟s likelihood to purchase. Additionally, negative eWOM also affected study participant‟s perceptions of the procedural justice of the firm. Last, the research found that consumer procedural justice perception is a significant predictor of consumer likelihood to purchase. In other words, the study indicates that third parties, unaffiliated with the firm, are sensitive to how the firm treats its employees, and these consumer perceptions can affect how likely they are to purchase from the firm. The study results provide evidence of the power of eWOM to persuade and influence consumer likelihood to purchase. Furthermore, the results show that consumers have an interest in the fair treatment of employees at the firms where they may make a purchase

Harding Magazine Winter 2001 (vol. 9, no. 1)

Publication distributed to alumni and friends of the university