An Examination of Selected Product Characteristics Associated with the Sales Success of Nontheatrical Film and Video Works
Description: The purpose of this study was to test assumptions made about characteristics of nontheatrical film and video works that were thought to contribute to the frequency with which the works were purchased. This study proposed and tested three variables for which relationships to the sales success of nontheatrical film and video works were hypothesized, as well as four variables about which no hypotheses were forwarded. Nineteen film and video distribution organizations contributed unit sales data for the period 1982-1987 on 151 works copyrighted between 1982 and 1984. These data were analyzed for relationships between sales totals and 1) curricular significance of the works' subjects, 2) relevance to general reading interest in the works' subjects, 3) intensity of competition faced by the works, 4) the works' Dewey classifications as compared to the composition of typical K-12 school library book collections, 5) the series or non-series status of the works, 6) the media format(s) in which the works were available for purchase and 7) the sources of the works' production financing. Analyses of correlation and association were performed and no significant relationships were found between sales and curricular significance of the works' subjects, or their relevance to general reading interest. Some evidence was presented to suggest a significant association between the intensity of competition faced by a work and its eventual sales. None of the hypotheses about these variables was supported. However, the four remaining variables were found to be significant, or to approach significance, as correlates or associates of sales success. The best predictor of sales for works intended for the K-12 school market was the work's Dewey Decimal classification. Other important findings included associations between high sales and intense product competition, between high sales and non-series status, between high sales and availability for purchase in 16mm film and between high ...
Date: May 1990
Creator: Munde, Gail Marie
Partner: UNT Libraries