Implementation and Evaluation of SilverScreener:
A Marketing Management Support System for Movie Exhibitors
Jehoshua Eliashberg
Sanjeev Swami
Charles Weinberg
Berend Wierenga*
May 9, 2000
Key Words: Movies, Decision Support Systems, Managerial Decision Making, Retailing, Scheduling
*
Jehoshua Eliashberg is Sebastian S. Kresge Professor of Marketing, and Professor of Operations and Information
Management, Wharton Business School, University of Pennsylvania, Sanjeev Swami is Assistant Professor of
Marketing and Operations Management, Department of Industrial and Management Engineering, Indian Institute of
Technology, Kanpur, India, Charles B. Weinberg is Alumni Professor of Marketing, Faculty of Commerce, University
of British Columbia, and Berend Wierenga is Professor of Marketing, Center for Information Technology in Marketing
(CIT/M), Rotterdam School of Management, Erasmus University, The Netherlands. The authors thank the management
of Pather chain of theaters, especially Ms. Ilona VanGenderenStort, for their helpful comments. Special thanks are due
to Sudhir Saxena and Anoop Sharma for computational help.
1. Introduction
The motion picture industry represents an area where marketing management support
systems (MMSS) have a high potential for helping managers but an unpredictable chance
to succeed. While many of its managerial problems tend to be fairly structured, the
decision environment is quite dynamic, contractual arrangements between parties are
complex, management turnover appears to be high, and, perhaps, most importantly, the
cognitive style of the decision makers is often non-analytical or heuristic (Wierenga, Van
Bruggen, and Staelin, 1999). These characteristics represent challenges in developing
implementable models for decision makers in this industry.
Nevertheless, successful
implementation of MMSSs in other areas of the arts and entertainment industry (e.g.,
Weinberg 1986) provides optimism for the movie industry.
Despite the above-noted challenges, a stream of research that addresses those
issues is emerging. Forecasting, for example, has received an increasing amount of
attention. Work has been reported on forecasting the enjoyment of movies at the
individual level (Eliashberg and Sawhney 1994) and on commercial success of movies at
the aggregate level (Dodds and Holbrook, 1988, Sawhney and Eliashberg 1996,
Eliashberg and Shugan 1997, Neelamegham and Chintagunta 1999, and Eliashberg,
Jonker, Sawhney, and Wierenga 2000). Other topics that have received research and
modeling attention include release timing of movies and videos (Krider and Weinberg
1998, Lehmann and Weinberg 1998, Prasad, Mahajan, and Bronnenberg 1998), assessing
the impact of advertising on box-office performance of new films (Zufryden 1996), and
designing contracts in a film’s supply chain (Swami, Lee, and Weinberg 1998).
The supply chain for movies is comprised of two key parties: distributor and
exhibitor (theater owner). In the U.S., for instance, there are eight major distributors (e.g.,
studios such as Disney, Universal, Paramount) and more than 250 exhibitors (e.g., Regal,
United Artists, AMC) who own jointly more than 30,000 screens. The number of movies
shown annually on these screens is roughly 500. In 1999 they generated $7 billion in U.S.
box-office revenues from the sales of approximately 1.5 billion tickets. Most of the
movies shown in the U.S. are American. Foreign film distributors often do not find
screens available for their films. The situation is somewhat different in Europe. American
films are quite popular there. However, they compete more intensively on screens with
other domestic and foreign films. Exhibitors in Western European countries such as the
U.K., Germany, France, and Holland, are therefore required to select the movies they
show from larger consideration sets that include local, American, and other foreign films.
A theater owner with an objective of effective screen management thus faces a
complex scenario. The complexity comes from various sources. First, the relatively large
number of movies available (“Too many pix, too few screens,” trumpets a Variety 1995
headline) combined with a short and decaying audience appeal over time poses a
complex management challenge. The decision is further complicated because it is made
for a number of screens in a multiple screen theater (i.e., a multiplex). Second, each
week’s release of new movies brings continual pressure from the distributors to generate
screens and playtime for them. Third, exhibitors often possess a number of facilities (i.e.,
theaters) in the same geographical area. This presents another booking challenge –
managing the interdependency among several facilities. Fourth, the nature of the
distributor-exhibitor contract in the motion picture industry in the U.S. as well as in
Europe is quite unique. For example, in the U.S.A., in signing a contract to play a movie
in its theaters, the exhibitor becomes obligated to play the film for a certain period of
time even when audience demand is weak. The financial arrangements between
distributors and exhibitors are also unique to the motion picture industry. Box-office
receipts are split between the distributors and exhibitors such that the split favors the
distributor in the first few weeks of the movie playing, but shifts to the exhibitor’s favor
later on. Distributors thus have a strong incentive to promote the movie intensively in
their initial play period. On the other hand, the longer exhibitor plays the movie , the
larger its share of the box-office receipts becomes. At the same time, theater attendance
for a movie typically declines the longer it plays. Generally, all concession revenues go to
the exhibitor.
The complexity of the screen management problem just described indicates that
there is a real need for a MMSS that can help theater programming managers in their task
of optimally choosing movies for their limited screen capacity. In fact a system with that
goal, is available. Swami, Eliashberg and Weinberg [SEW](1999) have developed the
SilverScreener model. SilverScreener helps to select and schedule movies for a multiplescreens theater over a fixed planning horizon in such a way that the exhibitor’s
cumulative profit is maximized. In an example, they showed in an ex-post analysis that if
a particular theater in New York City would have used SilverScreener, this theater could
have realized an estimated profit increase of 38%. However having a decision support
system available is one thing, but having it actually implemented and used is another
(Little 1970; Naert and Leeflang 1978; Wierenga, van Bruggen and Staelin 1999). This is
especially true in an environment that traditionally values intuition and creativity more
than analysis, such as the movie scene.
In this paper we describe how SilverScreener was implemented and used by a movie
theater company in the Netherlands. We will first describe the decision situation and our
implementation strategy. After that we present the SilverScreener model and a number of
issues related to the specific implementation. In this case the model was used in an
adaptive scheduling mode, which requires frequent interaction between the users of the
model and the model operators. Given that model users and model operators/builders are
located on different continents, this implies a heavy dependence on modern Internet
Communication Technologies (ICT). Subsequently we will analyze the results of using
SilverScreener for the company, both in terms of the effect on sales/profits and on the
satisfaction of the managers involved. Finally we will formulate conclusions and lessons
learned.
2. Implementation Strategy
Our implementation strategy for SilverScreener was guided by Wierenga, Van Bruggen
and Staelin’s [WVS] (1999) framework, which relates the success of a marketing
management support system (MMSS) to a number of factors: demand side factors, supply
side factors, the match between demand and supply, design characteristics of the MMSS
and characteristics of the implementation process (see Figure 1).
[Figure 1 About Here]
The demand side of the MMSS is movie programming at Pathe The Netherlands. This
movie exhibitor, headquartered in Amsterdam, asked us to carry out an implementation
of SilverScreener for one of their theaters. Pathe, the largest movie theater company in
the Netherlands, owns a large chain of cinemas. In the Western part of the country (the
Randstad), Pathe is the dominant exhibitor. The Programming Department of Pathe
chooses which movies to play in which theater(s) and on which screen, in a given week,.
Programming decisions are made centrally in Amsterdam, for all the Pathe theaters in the
country. The Programming Department is in constant touch with distributors, about new
movies that will be released, the availability of copies of movies, rental terms, possible
slots for movies in theaters that are available, and so on. Programming decisions are
made on a week-by-week basis. In the Netherlands a new movie week, starts every
Thursday. Every Monday morning a team of three people meets and jointly prepares a
movie allocation schedule for all the Pathe screens in the country for the following movie
week, effective the next Thursday. It was decided to choose the theater Buitenhof in The
Hague for the SilverScreener implementation. Buitenhof is a middle-sized theater with
six screens, ranging from 113 to 434 seats, and is one of the three theaters Pathe owns in
The Hague. Buitenhof was renovated about two years earlier and Pathe management
wanted to give it a further boost by optimizing the movie programming for this theater.
Using WVS’s framework, the following implementation strategy for SilverScreener
MMSS was determined:
1. An environment was chosen with a relatively favorable initial attitude towards a
marketing management support system.
2. An excellent technical match was made between the decision problem and the
marketing management support system.
3. Given the low experience with models (and analytical methods in general) in the
organizational environment, the MMSS was operated externally.
4. The SilverScreener’s recommendations were accessible instantly through the Internet
to the decision makers, and presented in a very user-friendly way.
5. Constant involvement of the users was maintained during the process.
We will elaborate these items in the following.
(1) As Figure 1 indicates the attitude towards the MMSS (in this case SilverScreener)
among the users is an important determinant of its success. In this context we thought
it would be a good idea to have Pathe The Netherlands as our client for
SilverScreener. Two of the three members of the Pathe programming team had
participated earlier in the successful implementation of another MMSS, the
Moviemod model (Eliashberg, Jonker, Sawhney and Wierenga 2000). Moviemod is
also a decision support system, aiming at forecasting the “number of visitors”
(attendance) of a new movie. This earlier experience helped to form a relatively
favorable initial attitude towards MMSSs in general, and SilverScreener in particular.
This attitude towards the system is an important factor, because on another relevant
characteristic of the decision makers, cognitive style, the situation was mixed. One of
the members of the Pathe programming team made it very clear that he had no trust
whatsoever in mathematical models. Nevertheless that same person had a very good
intuitive “feel” for which movies will be successful and which will not. In terms of
cognitive style, the other members of the team are more analytical and “in-between,”
respectively. The development of the attitudes of the SilverScreener users over time
was
monitored,
by
administering
an
attitude
scale
three
times
during
the
SilverScreener implementation period (see below).
(2) Movie programming decisions represent a relatively structured type of problem.
Moreover the movie industry is very rich on data. This situation creates a demand for
an optimizing model. This is exactly what we have on the supply side. As we will see
later in more detail, SilverScreener models the movie programming problem in terms
of (decision) variables and relationships, and is able to find the optimal solution. So,
on this count, there is a good match. This technical match is a favorable condition for,
but not a guarantee of success, however.
(3) The (analytical) SilverScreener approach is new to the organizational environment of
Pathe and the team of decision makers has a mixed composition as far as cognitive
style is concerned. Given an overall lack of experience with analytical methods in the
company, it was decided that the Pathe decision makers would not operate
SilverScreener themselves. Too many technical barriers would prevent successful
use. Therefore the model developers carried out the weekly SilverScreener runs and
made recommendations to Pathe’s programming team. We felt that this way of
operating has the best fit with the demand side.
(4) The demand side factor time constraints is very important to movie scheduling at
Pathe. Every week new information from the market (ticket sales, movie releases)
comes in, and the new recommended schedule has to be on the desk of the
programming team before the weekly programming session starts. Therefore we
relied heavily on the communication possibilities offered by the Internet. The remote
running of a model is possible since input and output data for SilverScreener can be
transferred globally, instantly and without any costs. Thus, in terms of design of the
MMSS we made the results immediately accessible to the users, presented as directly
implementable recommendations. In addition, one of the authors was located in
Holland, which facilitated personal interaction.
(5) As Figure 1 indicates, user
involvement
is an important element of the
implementation process of an MMSS. Throughout the process the users of
SilverScreener were directly involved. There was a frequent (on-line) interaction
between model users and model builders/operators. As indicated in Figure 1, another
implementation factor that can stimulate the success of an MMSS a great deal, is the
presence of an “MMSS champion”. In this case we had such a champion available.
One of the members of the programming team was a great believer in the value of
SilverScreener for Pathe. She put a lot of effort into obtaining the data needed for
running the model and also in bringing the SilverScreener results to the attention of
the other team members, every Monday morning.
3. Modeling Framework
We formulated the exhibitor’s problem as an integer programming model, which is a
special case of the SilverScreener model (SEW). In this paper, we briefly summarize the
general structure, but we elaborate on the specifics of the Pathe implementation The
interested reader can find a full mathematical formulation of the model in SEW (1999).
For each movie that is available to Pathe, the manager has to decide whether to schedule
that movie and, if so, for how many weeks.1 Using the rolling horizon approach in SEW,
each week Pathe management selects the movies (six in the case of Buitenhof) that will
optimize its results over the next 8 weeks. However, they implement the recommendation
provided by the model for the first week. In the following week, with a revised data set,
the model is rerun with an eight week horizon, now set one week ahead. This approach
allows Pathe to consider the long run implications of its choices, while still allowing for
the decisions to be based on the most recent data (about ticket sales, movie availability,
and contract terms).
3.1
The SilverScreener Model
The objective function of the integer programming model to maximize revenue over W
weeks in a multiplex is as follows:
N
d j − r j +1
d j − i +1
j =1
i =1
w =r j
max ∑
∑
∑
R jiwx jiw
(1)
where
x jiw
- binary (decision) 0-1 variable which takes value 1 if movie j is scheduled for i
weeks starting in week w,
1
Computational efficiency is obtained by defining a binary variable [ x jiw
value 1 if movie j is scheduled for i weeks starting in week w, see below.
ε {0,1} ] which takes on the
R jiw
- total revenue (explained in the next section) received by the exhibitor if x jiw is
equal to 1,
W
- length of planning horizon,
N
- total number of movies considered during the planning horizon,
rj
- release date of movie j,
dj
- last week that movie j can play.
In addition, there are a number of mathematical constraints on the model to ensure
that, for example, no movie is scheduled before it is actually available and all screens are
fully booked. We coded the above model in AMPL (Fourer, Gay, and Kernighan 1993), a
modeling language for mathematical programming.2
3.2
Screen Allotment Heuristic
Each week, SilverScreener recommends a set of movies irrespective of the screen on
which the movie plays. Since the six screens at the Buitenhof theater have different
seating capacities (see Table 1), we assign movies to screens according to the following
simple heuristic: Each week, allocate the movie with highest number of visitors to the
highest capacity screen, the movie with the next highest estimated number of visitors to
the next highest capacity screen, and so on. In other words, the application of the model
first chooses a set of movies, and then the movies are allocated to the theater screens in
the order of their capacities. The screen allocation heuristic is in accordance with the
managerial decision making in this context. Sellouts of movies in the smaller screening
rooms are unusual.
[Insert Table 1 About Here]
2
The analysis is conducted on an Intel Pentium class computer, thus resulting in user-friendly
implementation. The time taken to solve such problems was of the order of a few seconds.
3.3
Exhibitor’s Profit Contribution
The profit contribution, Rjiw, generated by Movie j if it plays for i weeks starting in Week
w, is sum of two components – (a) concession profits (e.g., popcorn and soft drinks sales)
and
(b) exhibitor’s share of the movie’s box-office gross revenue. Exhibitor’s share is
the percentage of the box office revenue received after paying the distributor’s share
(rental cost) and tax deductions. The exhibitor’s share is not fixed, but varies from movie
to movie and is generally higher the longer the movie plays at the theater.
Accordingly, Rjiw is given by the following expression.
R jiw =
w +i −1
∑ POP
u =w
ju
+ EXSHAREju ∗ GROSS ju ,
(2)
j = 1, L, N , i = 1, L, d j − r j + 1, w = r j ,L, d j − i + 1.
where
POP ju – concession profits (e.g., popcorn and soft drinks sales) generated by Movie j in
Week u,
GROSSju – box-office gross revenue generated by Movie j in Week u,
EXSHARE ju – exhibitor’s share of the box-office gross revenue of Movie j in Week u.
The exhibitor’s share, EXSHARE ju, is specified by the contract terms between the
respective distributor-exhibitor pairs. Both POP ju and GROSSju are directly proportional
to the corresponding number of visitors to the theater.3 The number of visitors is
determined by the demand function, which is explained below.
3
Specific approaches to estimating the variables EXSHARE, POP, and GROSS in the context of the Pathe
implementation are discussed below.
3.4
Demand Model
Consistent with empirical results reported in Swami, Eliashberg and Weinberg (1999),
Jedidi, Krider, and Weinberg (1998), Krider and Weinberg (1998), and Sawhney and
Eliashberg (1996), we use an exponentially declining demand curve to estimate the
number of visitors attracted by a movie. In addition to the two parameters (accounting for
opening and decay rates) usually included in the demand model in the above studies, we
incorporate a separate (dummy) variable to account for the effects of holidays.
Accordingly, we model demand as the following three-parameter exponentially declining
function.
Demand (number of visitors) = VISITORju =
where
α je
β
j
u + cH + ε
(3)
α j > 0 and β j < 0 are opening and decay factors for Movie j,
1, if u is a holiday we ek
,
H =
otherwise
0,
c is the holiday factor4 , and ε ~ normal (0, σ2 ).
4. Case Study: Implementation of SilverScreener at
Pathe, The Netherlands
SilverScreener was implemented at the six screen Buitenhof theater in The Hague (see
Table 1). After some preliminary work starting in the early fall of 1999, the model was
first implemented on a weekly basis using the rolling horizon approach starting in week
45 (calendarwise) of that year. In the last two weeks of 1999, the manager primarily
4
If there is more than one holiday in a season, then the proposed model could become a vector having
holiday-specific elements such as H1 , H2 , H3 , and so on.
responsible for SilverScreener went on holidays and thus the schedule in the Buitenhof
remained unchanged in weeks 51 and 52. Data were not available for the SilverScreener
project until the third week of 2000; we then monitored the model’s performance for the
first 8 weeks of 2000. Usage of the SilverScreener model continues as of this writing
(May 2000). We report the process and results for 1999 in some detail, and summarize
the year 2000 experience more concisely.
4.1.1
The Availability of Data and Other Managerial Estimates
In the fall of 1999 (week 40 of the year), management provided us with the following
data with respect to the Buitenhof theater:
•
Future Releases – This contains a list of all the movies (with release dates) that were
to be released in the second half of the Year 1999. The manager also indicated the
movies considered specifically for Buitenhof. The consideration set as described
below.
•
Movie Type – This conveys the genre to which the movie belongs, that is, whether
the movie is Drama, Fiction, Comedy or Action type.
•
Expected Visitors - Management provided inputs from which estimates regarding the
expected demand of each new movie in the consideration set were derived using the
“case-based” reasoning approach. Case-based reasoning is based on the principle that
a new problem is solved, by finding an earlier problem (analogy) in a case base with
similar characteristics. The solution for the similar case is then used, after possible
adaptation, for the new case (Kolodner 1993; Leake 1996). For a new movie this
means that in an historical data base a “matching movie” is sought in terms of genre
and other characteristics. The expected number of visitors and the decay pattern for
the new movie is taken from the matching movie in the case base.
•
Weekly Performance Data (for Week 27-39) – As illustrated in Table 2, data on all
the movies that had actually played at Buitenhof prior to Week 39, the first week of
implementation plan development, were provided. The information includes the
Week of the year, Screen Number, Movie Title, Actual Number of Visitors, Total
Box-Office Receipts, Net Receipts After Taxes5 , Film Rental to the Distributor (based
on the sharing percentages specified in the contract).
[Insert Table 2 About Here]
The consideration set of movies consists of the movies already released and the movies
expected to be released during the implementation horizon. Thus, at Week 40, for
instance, it included the movies released between Weeks 27 and 39, and the movies
slated for release between Weeks 40 and 52. The consideration set of movies is therefore
dynamic and flexible. For example, in a particular week, the distributor may decide to
postpone a movie that was to be released that week. Alternatively, some movies become
available ahead of their scheduled release date. Moreover, a new movie may
unexpectedly become available in a particular week. This happens more often with
foreign releases. Two movies (DEEP BLUE SEA and BLUE STREAK) that were
screened at Buitenhof became available in late 1999. The complete consideration set of
movies in the course of this study from Week 40 until Week 52 is shown in Table 3.
[Insert Table 3 About Here]
4.1.3
Sequencing of Information Flows and Decisions
The timing of events is of immense importance in the adaptive scheduling
application. It indicates when and how data become available to the modeler, how long it
takes to prepare and communicate recommendations, when the decisions are taken and
when and how the “feedback” is sent back to the modelers.
This sequence highlights an important and (possibly) unique feature of this
implementation project. The coordination of the implementation involved activities
spanning three continents – North America, Asia and Europe. The research collaborators
on this project are based in the U.S., India, Canada, and The Netherlands. While the
5
The taxes are approximately 10% of total box-office receipts.
empirical analysis, execution of the model and the final recommendations were
conducted each week at the Indian Institute of Technology, Kanpur, India, the
implementation site is in The Netherlands. At the same time, the frequent discussions
were occurring among the researchers via e-mail across the three continents. Therefore,
proper coordination of activities in this project required continual use of the information
and Internet-based technologies.
Since at Pathe, a new movie starts its run on Thursday of a calendar week, we
define a Movie Week as the period from Thursday of a calendar week to the Wednesday
of the next calendar week. Thus, the actual replacement of a movie occurs at the
beginning of a Movie Week (i.e., Thursday). The replacement decisions for the upcoming
Movie Week (t+1) are taken on the Monday morning of the running Movie Week (t).
Pathe collects the performance data6 of the previous week (t-1) on Thursday of the
current Movie Week, and it is sent on Friday for analysis. The actual schedule of the
movies playing in the current week (t) was also sent with this data. At that moment the
results for the current week are not known yet, of course. An illustrative case of this data
transmission and information sharing scheme is presented in the timing of events diagram
shown in Figure 2. An enhanced ICT system should be able to use the most recent data.
[Insert Figure 2 About Here]
Figure 2 shows the occurrence of different events in a Movie Week for Movie Weeks 45,
46, and 47 in 1999. As shown in the figure, Pathe implements a new movie schedule at
the beginning of a Movie Week (e.g., Thursday of Week 45 = t). On Friday, Pathe
receives the performance data for Movie Week 44. On the same day, these data are
compiled and sent with the actual schedule for Movie Week 45 to the Indian Institute of
Technology.
The
data
is
then
analyzed
for
model
implementation,
scheduling
recommendations are developed and communicated so as to reach Pathe managers before
they make “Monday morning” replacement decisions for Movie Week 46. The process
repeats itself the next week. It is clear that every week, only a period of two days over
6
The performance data sent every week is of the similar format as shown in Table 2.
the weekend is available for data analysis and developing recommendations. Therefore,
the availability of data (in particular the most recent box-office receipts) on time is
critical in such applications. We discuss the importance of web-based technologies in this
context in the conclusion section.
4.1.3
Parameter Estimates for the Buitenhof Theater
We now discuss the estimation of the model parameters based on the managerial inputs.
Exhibitor’s Profit Contribution:
To estimate Rjiw, total profit contribution a movie j generates for the exhibitor if it plays
for i weeks starting in week w, we need estimates of GROSSjw, POP jw, and EXSHARE jw
(see Equation 2), calculated appropriately over i weeks. Starting with the number of
visitors for movie j in week w, VISITORjw, the corresponding revenue, GROSSjw, the
movie generates for Pathe is estimated as follows.
GROSSjw = ATP * VISITORjw * Tax Deduction Factor
(4)
where ATP is average ticket price at Pathe and is estimated to be Dfl 13.5 (Dutch
currency) and tax deduction factor is 0.89725.
The corresponding profit contribution from concessions, POPjw, is estimated as follows.
POP jw = Average Concession Profit Contribution Per Visitor * VISITORjw
(5)
The average concession profit per visitor at Pathe is estimated to be Dfl 2.00.
The estimation scheme for the contract terms, EXSHAREjw, is done as follows. The
scheme varies depending on whether a movie has already played at the theater or is going
to be released in the future.
•
For the movies that have already played for some weeks, we generally find that by
the end of the contract stream, the distributor’s share tends to stabilize at 27.5%.
Accordingly, the heuristic employed was: if the contract term for the actual run ends
at 27.5%, stabilize it at 27.5% for the coming weeks, otherwise, use the contract
terms of the “matching movie” from the previous year’s data.
•
For future releases, we classify movies as Type A, B or C, depending on the
expected number of visitors. For example, if the weekly number of visitors is
expected to exceed 1000, it is treated as Type A movie. This scheme is used at Pathe
and the general idea behind this classification is that the distributor bargains for better
terms for Type A and B movies in the early part of a movie’s run. The contract terms
associated with the three different types of movies are shown below.
Contract Term Scheme (% Distributor’s share)
A
B
C
First Week
60
50
40
Second Week
50
40
40
Third Week
40
30
40
From Week 4 onwards, the distributor’s share declines by 2.5% per week until it
stabilizes at 27.5%.
Demand Estimation and Holiday Factors:
Demand Estimation for New Movies
According to Equation (3), estimation of VISITORjw, the demand for movie j in week w,
involves estimates of the opening and decay parameters, α j and β j, respectively, and the
holiday factor, c. During the implementation period of SilverScreener (Week 40 to 52),
there were only three holiday weeks: Week 42 (****), Week 43 (****), and Week 52
(Christmas Holiday). Therefore, we estimate the opening and decay rates of a movie by
transforming the three-parameter model of (3) into a two-parameter exponentially
declining model, which involves only opening and decay rates. Then, the revenues of the
movies in the above mentioned holiday weeks are multiplied by their respective holiday
factors. These holiday factors are estimated independently and explained later in this
section.
As mentioned earlier in the context of adaptive (rolling horizon) scheduling,
during a given Movie Week, some of the movies in the consideration set have already
been released, while some are scheduled for release. Accordingly, we divide the demand
estimation scheme (involving opening and decay parameters) for forecasting future
demand into two parts:
(a)
For movies already released, we use the two-parameter exponentially declining
model by log-transforming (3) and fitting a regression model. Clearly this
approach requires actual data for at least two weeks. For the movies where the
data are available for only one week, we use the first week’s actual sales and use
the managerial estimates for the later weeks. Regression-based estimates are
generated to forecast attendance for the later weeks.
(b)
For forthcoming movies, the following scheme is adopted:
i. If the manager’s estimates follow a consistently decreasing pattern
during the first three weeks for which they are provided, then we use the
regression model version of Equation (3) using the three data points to
forecast demand from Week 4 onwards.
ii. If the manager’s estimates do not decrease consistently then we use the
estimates for the first 3 weeks. To forecast demand from Week 4
onwards, we use the decay factor of the “matching movie” from the
previous year’s (1998) data (the opening rate in this case is based on the
last managerial estimate).
iii. If a “matching movie” is not given, then we follow a procedure similar
to (ii) except that the decay factor used in this case is the average of
decay factors of all the movies in the previous year’s data.
Demand Estimation for Re-Runs
Most movies are played in a continuous length of time. However, occasionally some
movies7 may play for several weeks and then resume (i.e., re-run) after a break of a few
weeks. The demand estimation scheme followed in such cases increases the counter for
the week number in Equation (2) even during the intermittent weeks in which the movie
is not shown.
Estimation of Holiday Effects
Weeks 42, 43, and 52 are holiday weeks during the 1999 implementation period.
Therefore, we need to estimate c42 , c43 , and c52 , holiday factors for the Weeks 42, 43, and
52, respectively. At the beginning of the project, Pathe provided us with data for the same
theater for the first 26 weeks of 1998. There were five holidays in the first half of 1998:
Week 8 (spring vacation), Week 15 (Easter), Week 18 (Queen’s Birthday), Week 21
(Ascension Day), and Week 22 (Pentecost). The values of the corresponding holiday
factors based on 1998 data are as follows: c8 = 1.47, c15 = 1.82, c18 = 1.92, c21 = 2.37, and
c22 = 1.42.
The manager estimated that both c42 and c43 in 1999 are likely to have a similar
effect as that of c8 and that c52 in 1999 is likely to be similar to c21 . This was done to “deholidaze” the data for estimation purposes. Accordingly, the demand estimates given by
two-parameter exponential model (considering opening and decay rates) were multiplied
by 1.47 for Weeks 42 and 43, and by 2.37 for Week 52 of Year 1999.
4.2.1
Implementation Results
Table 4 presents the actual schedule used by management in Weeks 40 to 52. Starting in
Week 43, the Buitenhof theater had weekly SilverScreener recommendations available,
so the actual schedule from that point onwards reflects management’s response to these
7
In the current data set, the movies The Mummy and Analyze This are examples of re-runs. The Mummy
was first played from Week 27 to 36 and then played again in Weeks 40 and 41. Analyze This first played
from Week 33 to 39 and then in Weeks 43 and 44.
recommendations.
Table
5
presents
each
week’s
recommendation
following
SilverScreeren approach. 8
The face validity of our recommended schedules is very high. Typically, at least 5 of
the 6 weekly recommended movies match the actual schedule. Differences are sometimes
due to last minute changes in availability. In Week 45, for example, the only difference is
that the movie DBS was in the actual schedule whereas BD was in the recommended
schedule. However, this is due to the entry of DBS in the consideration set at the last
moment. The manager probably decided to play it in the Buitenhof after seeing its
success at another theater. Of course, by the next week DBS had entered the
consideration set and its continuation was recommended.
[Insert Tables 4 and 5 About Here]
4.2.2
Contingency Schedules
A specific element that Pathe takes into account, but which was not an element of
SilverScreener, is the possible implication that a movie choice for Buitenhof may have
for Pathe’s other two theaters in The Hague: Metropole and Scheveningen. For example,
sometimes only a limited number of copies of a particular movie are available. If a copy
is used for Buitenhof, there may not be one left for Metropole. At other times, the
decision
is
driven
by
more
strategic
considerations.
Despite
SilverScreener’s
recommendation, the manager decided not to play the movie Mickey Blue Eyes (MBE) in
Buitenhof because “we have decided to play Mickey Blue Eyes at Metropole as it was
urgently in need of a new movie.”
SilverScreener considers a stand-alone theater and does not take into account
interdependencies among theaters. To accommodate management’s needs, we added a
contingency option for Pathe. This option determines the best schedule if the first, second
and third best movies are removed from consideration at the Buitenhof. These options,
8
No recommendations could be made in Week 44 because of data communication problems.
which took only seconds to run on a computer, were considered to be extremely helpful
by management.
5. The Success of the SilverScreener Implementation
The success of a marketing management support system can be assessed by multiple
criteria (see Figure 1). First we have technical validity. Based on Swami, Eliashberg and
Weinberg (1999), and numerous test runs, we are confident that SilverScreener
optimization approach accomplishes its goals in a timely and efficient manner. So
technical validity is not an issue here. The second criterion of implementation success is
whether or not an MMSS is adopted and used by the decision maker. In the case of Pathe
SilverScreener was used every week. One time, because of a transmission problem, the
recommendations came late and the people at Pathe became somewhat uneasy about this,
because they wanted to see the recommendation. 9 So on this count SilverScreener is a
success too. The next two levels where the success of an MMSS can be measured are
impact for the user (satisfaction, perceived usefulness, etc.) and impact for the
organization (sales, profits, etc.). We start with the level of success mentioned last: the
impact of SilverScreener on sales and profits.
5.1
Impact of SilverScreener on Sales and Profits
Profitability Analysis:
The objective of SilverScreener is to maximize the exhibitor’s cumulative profit
contribution over the planning horizon. In 1999, the implementation period for the theater
Buitenhof encompasses the last 10 weeks of the year, that is, Week 43 to Week 52. We
also have data for the first 8 weeks of 2000.
We followed the adaptive decision making approach for the 10 time windows in
1999. In order to see how well Buitenhof The Hague has done, given SilverScreener’s
recommendations, we compared its results with two other Pathe theaters with a somewhat
9
Although the recommendation could not arrive in time, the last week’s recommendation was still useful,
since it included suggested schedules several weeks ahead.
comparable positioning, in terms of movies and audience. For this purpose PatheRotterdam and Pathe-Groningen were chosen. For these theaters we have also the data on
weekly tickets sales for 1999 and 2000. Only the programming of Buitenhof The Hague
was supported by means of SilverScreener in late 1999 and early 2000.
The profitability analysis of the model is done on a weekly basis. The analysis is
done in terms of the number of visitors (attendance) at each theater. Preliminary analysis
indicated that the outcomes on the basis of profitability did not produce any significant
difference in the comparative results; the profit data are obviously confidential.
While we started actively interacting with Pathe in Week 40, and actually
proposed a schedule for Week 43 (but not for Week 44 due to start-up difficulties), our
regular ongoing communication of scheduling began in Week 45. At this point in time,
management actively reviewed the SilverScreener recommendations.
In Weeks 51 and
52, several members of the management team were away on Christmas holiday and the
schedule for Weeks 51 and 52 was set to be basically the same as that of Week 50. No
SilverScreener runs were made for weeks 51 and 52 of 1999, and also not for the weeks 1
to 3 of 2000. Weekly SilverScreener runs commenced again in Week 3 of 2000.
Table 6 shows the weekly comparison of the three theaters for the 1999 effective
implementation period from Week 45 to 52. The figures in the table show the percentage
change in the number of visitors from 1998 to 1999. As this is not a controlled
experiment, interpretations of causality are suggestive at best. Nevertheless, for the
Rotterdam and Groningen theaters this change may be attributed to the periodic change
from one year to other but for Buitenhof it may be due to periodic change as well as
effect of model implementation. The change in attendance at the Buitenhof are much
higher then for the other two theaters for Weeks 45-50, though the performance of the
two other theaters improved in the last two weeks of the year.
[Insert Table 6 About Here]
Management’s review of SilverScreener at the start of 2000 was favorable and
they wanted to continue using the model. While some communication problems
interfered with the gathering of data and reporting of recommendations at the start of the
year, by Week 3 of 2000, the multi-continent SilverScreener implementation was fully
operational again.
For the first 8 weeks of the year, we continued to gather comparative data for the
three Pathe movie theaters. As shown in Table 7, we ranked the three theaters by
percentage change in attendance for each of the 16 weeks in our sample. Consistent with
the earlier results, the Buitenhof theater ranked first for 9 and second for 4 of the 16weeks period studied.
[Insert Table 7 About Here]
For the first 42 weeks of 1999, the cumulative attendance at the Buitenhof decreased by
6.1%. For the last 10 weeks of the year, cumulative attendance increased by 10.3% as
compared to the previous year. This improvement, while most likely be driven by other
factors in addition to SilverScreener implementation, may have been influential on
management’s acceptance of the SilverScreener system.
5.2 Managerial Perceptions of the Effect of SilverScreener
Here the issue is whether or not the Pathe management perceives SilverScreener as useful
and an effective tool. We have different pieces of evidence that the answer is yes.
Attitude Scale
First, as was already mentioned, we measured the attitude towards the SilverScreener
among the members of the Pathe Programming Team. For this purpose we used three
items from a scale developed by Schultz and Slevin (1975) for measuring the attitude
towards an information system. We administered the scale three times: before the team
actually had used the SilverScreener recommendations (week 42), after the effective
implementation period, referred to earlier (week 49) and after a change in management,
early in the next year (week 13). The results are given in Table 8.
[Insert Table 8 About Here]
Table 8 shows that for all the managers involved, the attitudes towards SilverScreener
(which started at a not too unfavorable level) generally became more favorable over time.
It is interesting to note that the manager who was the most skeptical towards the MMSS
to begin with (Manager 3) apparently needed the longest time to change his attitude, but
finally reaches the same score as the MMSS champion (Manager 1).
Interestingly, the
champion, even more so than Manager 2, questioned whether SilverScreener would make
her decisions easier. It is also interesting that the new (senior) manager, replacing
Manager 2, who retired in early 2000, started with a relatively favorable attitude. This
may be due to the positive way people in the company talked about the system. As Figure
1 shows, communication is a critical success factor of an MMSS.
These results demonstrate that after (extended) use the managers apparently have
an increasingly positive perception of SilverScreener’s contribution. However they are
realistic enough not to follow SilverScreener’s recommendations blindly. There can
always be considerations that overrule SilverScreener’s advice. Asked to give an
(subjective) estimate of the influence of SilverScreener’s recommendations on the
ultimate decision, Manager 1 mentioned a percentage of 70%.
New Manager and New Theater
As discussed, the new senior manager has a relatively positive attitude towards
the SilverScreener system. Her behavior is consistent with this attitude. After succeeding
her predecessor as the new boss, she has urged the SilverScreener team to continue with
making the recommendations
Pathe has recently opened a new, very large theater with fourteen screens, near
the new soccer stadium Arena in Amsterdam. The SilverScreener team has been asked to
take on the programming for this theater.
Overall,
these
indicators
of
management’s
perceptions
demonstrate
that
SilverScreener has also been successful as far as the satisfaction of the theater
management is concerned.
6. Summary and Conclusions
The Silver Screener model has been both adapted and adopted with successful results.
Starting in October 1999 and continuing through the first few months of 2000 (when this
analysis was prepared), the system has been in continuous use. While an explicit
experiment to measure the impact of SilverScreener on performance was not possible in
this managerial setting, the comparative results indicate that financial performance was
improved in the Buitenhof , the theater where the model was implemented.
The regular use of SilverScreener by Pathe management demonstrates that the
potential for improvement in managerial decision can be realized. However, as indicated
at the start of this paper, there are a number of hurdles to be overcome in doing so. These
represent both managerial and technical challenges.
For a successful implementation, the published version of SilverScreener had to
be adapted to the needs of Pathe management. This is to be expected. Fortunately, the
SilverScreener system proved to be flexible enough to provide a basis for needed changes
while still retaining its “promised” ability to yield improved outcomes. The model can be
adapted in at least three ways. First, by changing the actual mathematics of the model
itself.
While only minor changes were made in the mathematical programming part of
the model, a new demand estimation system was developed for Pathe. Second, heuristic
approaches can be developed to supplement the core model. This was done in several
places. For example, since management had to consider the possibility of assigning some
movies to other theaters, we developed a set of contingency schedules so that
management could see the impact of removing a movie from the consideration set and
have available a new set of recommended movies. While this served the present situation
well, in the long run more formal treatments of the multi-theater case will likely be
required if the system is to be adopted across the Pathe chain of theaters. Third, managers
may do a post-hoc re-assessment of the SilverScreener recommendations. As discussed,
mangement followed some, but not all, of the SilverScreener recommendations.
While
the exact cause of these changes was not tracked, in another setting (Weinberg 1986), the
manager occasionally revised regression based forecasts of attendance at performing arts
events.
Continued success and use of the MMSS at Pathe will require transfer of the
operation of SilverScreener to Pathe management. One reason for the authors conducting
this study was to learn what was required for a successful implementation. A next step is
to develop a user friendly version (including automatic entering of box office results and
developing of attendance forecasts) that can be readily run by time pressed managers
whose cognitive styles are not necessarily analytical.
Long-term usage, however, will depend not only on technology, but also on
careful attention to the success factors as outlined in Wierenga, Van Bruggen and Staelin
[WVS] (1999). In this paper, we showed how these factors helped in the design of our
implementation and measurement process.
More complex applications will depend even
more on critical understanding of the implementation process over time. Especially, it is
important to convince the top management of Pathe
(top management support is an
important implementation factor for MMSS in Figure 1) of the contribution of
SilverScreener. This may make it possible to roll out the system to Pathe subsidiaries in
other countries.
Web Based Communications
In movie’s scheduling, time is of the essence. With such highly perishable products and
weekly decisions, profit maximization can only take place if the most updated
information is used. However, while historically this required those involved in a project
to be located at the same geographic location, electronic communication now makes it
possible for people and facilities to be widely dispersed.
In this project, the
SilverScreener computer runs were literally carried out nearly half way around the world
from the implementation site. With communication costs virtually zero, and therefore
geographic proximity not a requirement, a diverse team of researchers can be assembled
to attack a challenging, but continuing (as compared to a one-shot) project. While some
effort was required to establish an efficient information transmission system, once
established it can work extremely smoothly.
We think that the ICT facilities, which are available today, open new possibilities
for marketing management support systems: the option of centralized expert centers with
decentralized applications. As the SilverScreener implementation has shown, it is not
necessary to have highly qualified model builders or even high level software at the
physical location of the application. Even ongoing optimization can take place from a
very distant place. A company does not necessarily have to own or operate an MMSS
itself, but may subscribe to an MMSS service from a place elsewhere in the world. This
brings very sophisticated MMSS within the reach of (small) companies who do not have
the resources to aquire the expertise and the software themselves. Nevertheless, the role
of personal contact should not be underestimated. Initial interest in this project was
generated through interactions with some of the team members in previous work.
Concluding Comments
We are optimistic about the future of MMSS in the movie industry. Our
experience at Pathe, combined with a number of interesting research streams as
illustrated at the start of this paper, suggest that there are both challenging problems and
implementable solutions available to managers in the movie industry. More directly at
Pathe, the fact that management has asked for several extensions of the model indicates
that modeling is now seen as a way to help address difficult issues.
We are also optimistic about the effect of the current ICT possibilities on the
further adoption and use of MMSS. They will enable the global rollout of new tools and
systems in a very short period of time.
Nevertheless we should always combine this with sufficient attention to the
specifics of the implementation in the actual company. As marketing management
instructors in four different countries, we often urge executives to “Think global, act
local.” We believe that is good advice for management scientists as well.
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Table 1: Screen Capacity
SCREEN
1
2
3
4
5
6
CAPACITY
434
342
216
151
139
113
Table 2: Weekly Performance Data Produced at Buitenhof
Week
Screen
Title
Number of Visitors Total Box-Office Net Receipts After
Film Rental to
Receipts
Taxes
Distributor
Number
9942
1
Star Wars Episode1
4878
65247.5
61648.83
30824.4
2
The Haunting
3555
48528
45781.32
22890.7
3
The Runaway Bride
1245
17196
16222.71
6489.08
4
Austin Powers 2/spy
459
6136
5788.7
1736.61
5
Big Daddy
1647
21081
19888.28
7955.32
6
Tea With Mussolini
339
4708
4441.53
1776.61
Table 3: Consideration Set of Movies
Movie
Title
Number
Movie
Title
Number
1
NOTTING HILL (NH)
18
STAR WARS EPIS. 1 (SWE1)
2
CRUEL INTENTION (CI)
19
INSPECTOR GADGET (IG)
3
THE MATRIX (TM)
20
TEA WITH MUSSOLINI (TWM)
4
EXISTENZ (EXIS)
21
INSTINCT (INSTINCT)
5
SHE’S ALL THAT (SAT)
22
OUT-OF-TOWNERS (OOT)
6
ED TV (ED)
23
THE HAUNTING (TH)
7
THE MUMMY (MUMMY)
24
BIG DADDY (BD)
8
SLIDING DOORS (SD)
25
DO NOT DISTURB (DND)
9
NEVER BEEN KISSED (NBK)
26
RANDOM HEARTS (RH)
10
THOMAS CROWS AFFAIR (TCA)
27
GENERAL’S DAUGHTER (GD)
11
ANALYZE THIS (AT)
28
MICKEY BLUE EYES (MBE)
12
WILD WILD WEST (WWW)
29
DISNEY’S TARZAN (DT)
13
EYES WIDE SHUT (EWS)
30
JAMES BOND: TWINE (JBT)
14
RUNAWAY BRIDE (BRIDE)
31
END OF DAYS (EOD)
15
AUSTIN POWER 2/SPY (AP)
32
BOWFINGER (BOWF)
16
OFFICE SPACE (OS)
33
DEEP BLUE SEA ( DBS)
17
SQUAD THE (SQUAD)
34
BLUE STREAK (BS)
Table 4: Actual Schedule for Weeks 40-52
Week \ Screen
1
2
3
4
5
6
40
SWE1
BRIDE
AP
MUMMY
EWS
SQUAD
41
SWE1
BRIDE
TWM
MUMMY
AP
OOT
42
SWE1
TH
BRIDE
AP
BD
TWM
43
SWE1
TH
BRIDE
AT
BD
TWM
44
SWE1
TH
DBS
BRIDE
BD
AT
45
DND
DBS
RH
TH
SWE1
BRIDE
46
GD
DBS
SWE1
DND
RH
BRIDE
47
DT
DBS
GD
RH
SWE1
BRIDE
48
DT
DBS
BS
SWE1
GD
BRIDE
49
BS
DT
DBS
GD
SWE1
JBT
50
BS
DT
DBS
GD
SWE1
JBT
51
BS
DT
DBS
GD
SWE1
JBT
52
BS
DT
DBS
GD
SWE1
JDT
Table 5: SilverScreener Recommended Schedule (Based on Adaptive Scheduling)
Week \ Screen
1
2
3
4
5
6
43
SWE1
TH
BD
EWS
BRIDE
TWM
44
*
*
*
*
*
*
45
SWE1
RH
TH
BRIDE
DND
BD
46
GD
SWE1
RH
TH
DBS
DND
47
MBE
GD
DBS
DT
SWE1
RH
48
DBS
GD
SWE1
DT
BRIDE
IG
49
JBT
BS
DT
SWE1
DBS
GD
50
JBT
EOD
DT
SWE1
BS
DBS
51
JBT
DT
EOD
DBS
BS
BOWF
52
JBT
DT
EOD
DBS
BS
BOWF
* - The recommendation could not be made for Week 44 due to data communication problems.
Table 6: Weekly Percentage Change in the Visitors from 1998 to 1999
Week \ Theater
Buitenhof
Rotterdam
Groningen
45
2.92
-9.53
-5.43
46
-5.92
-18.55
-12.10
47
-9.13
-6.26
-17.55
48
10.14
-2.36
-10.65
49
57.53
44.47
52.80
50
43.95
42.41
23.30
Table 7: Weekly Ranking of Theaters Based on Year-to-Year
Change in Total Number of Visitors
Week (Year)\
Buitenhof
Rotterdam
Groningen
45 (1999)
1
3
2
46 (1999)
1
3
2
47 (1999)
2
1
3
48 (1999)
1
2
3
49 (1999)
1
3
2
50 (1999)
1
2
3
51 (1999)
Christmas Holiday
Christmas Holiday
Christmas Holiday
52 (1999)
Christmas Holiday
Christmas Holiday
Christmas Holiday
01 (2000)
3
2
1
02 (2000)
3
1
2
03 (2000)
1
2
3
04 (2000)
1
3
2
05 (2000)
1
Film Festival
2
06 (2000)
2
1
3
07 (2000)
2
3
1
08 (2000)
1
3
2
Theater
Table 8: Measures of Managers’Attitude towards SilverScreener over Time
Manager 1
Manager 2
Manager 3
New
Wk
Wk
Wk
Wk
Wk
Wk
Wk
Wk
Wk
a
a
b
42
49
13
42
49
42
49
13
13
2c
2
3
3
3
2
3
3
3
3
3
4
3
4
2
2
4
3
4
4
4
4
4
4
3
4
4
9
9
11
10
11
8
8
11
10
Item 1
I think that movie planning
decisions will be easier
when using SilverScreener
Item 2
I think that movie planning
decisions with
SilverScreener will be better
Item 3
I expect to be able to
improve my movie-planning
decisions using
SilverScreener
Sum
a
1999
b
c
Scale (1 = strongly disagree, 5 = strongly agree)
2000
Figure 1: Integrative Framework of the Factors that Determine the Success of a
Marketing Management Support System
(Wierenga, Van Bruggen, and Staelin 1999)
Decision Situation
Characteristics
Demand
Side
of
Decision
Support
1
Decision Problem
• Structuredness
• Depth of knowledge
• Availability of data
• Marketing instrument
Success Measures
Decision Environment
• Market dynamics
• Organizational culture
• Time constraints
Technical Validity
Adoption and Use
User Impact Variables
• . User satisfaction
• . Perceived usefulness
• . Decision confidence
Decision Maker
• Cognitive style
• Experience
• Attitude towards DSS
3
MPSM
Marketing Management
Support System (MMSS)
Supply
Side
of
Decision
Support
Components
• Information technology
• Analytical capabilities
• Marketing data
• Marketing knowledge
Functionality
• Optimization
• Analysis & diagnosis
• Suggestion & stimulation
Types
• MM
• MKIS
• MDSS
• MES
MKBS
MCBR
MNN
MCSS
6
MPSM
2
MMSS
Match between
Demand & Supply
of Decision
Support
Design Characteristics
of the MMSS
• Accesibility
• System Integration
• Adaptability
• Presentation of output
and user interface
• System quality
• Information quality
4
Organizational Impact Variables
• Profit
• Sales
• Market share
• Time saved
• Personal productivity
• Cost reductions
Characteristics of the
Implementation Process
5
• User involvement
• Top management support
• Communication about the MMSS
• Marketing orientation
• Presence of an MMSS champion
• Attitude of the IS department
• In-company developed versus purchased
• Training of the users
Figure 2: Timing-of-Events Diagram for SilverScreener Implementation Project at
Pathe Theaters
Movie Week
Dates
45
46
Nov 4-Nov 10
Nov11-Nov17
BASED ON DECISION
TAKEN AT PATHE
START OF
ON NOV. 1 (MONDAY) MOVIE-WEEK 45
IN MOVIE WEEK 44
AND
IMPLEMENTION
OF NEW
SCHEDULE
START OF
MOVIE-WEEK 46
AND
IMPLEMENTATION
OF NEW SCHEDULE
47
Nov18-Nov24
START OF MOVIE
WEEK 47
AND
IMPLEMENTATION
OF NEW SCHEDULE
THURSDAY
(November 4)
FRIDAY
(November 5)
PATHE
COMPILES
WEEK 44
DATA AND
WEEK 45
ACTUAL
PATHE
COMPILES
WEEK 45
DATA AND
WEEK 46
ACTUAL
PATHE
COMPILES
WEEK 46
DATA AND
WEEK 47
ACTUAL
Data sent to Indian Institute of Technology
SAT/SUNDAY
(Nov. 6 and 7)
SilverScreener
RECOMMENDATION FOR
WEEK 46 DEVELOPED AT
INDIAN INSTITUTE OF
TECHNOLOGY
SilverScreener
RECOMMENDATION
FOR WEEK 47
DEVELOPED AT
INDIAN INSTITUTE OF
TECHNOLOGY
Recommendation
MONDAY
(November 8)
DECISION-MAKING
FOR WEEK 46
AT PATHE
ON NOVEMBER 8
communicated
DECISION-MAKING
FOR WEEK 47
AT PATHE
ON NOVEMBER 15
SilverScreener
RECOMMENDATION FOR
WEEK 48 DEVELOPED AT
INDIAN INSTITUTE OF
TECHNOLOGY
to
Pathe
DECISION-MAKING
FOR WEEK 48
AT PATHE
ON NOVEMBER 15
TUESDAY
(November 9)
WEDNESDAY
(November 10)
END OF MOVIE
WEEK 45
END OF MOVIE
WEEK 46
END OF MOVIE
WEEK 47