In this study, we explore the issue of how to enhance forecast of the box office sales, an all-time question for managers in the motion picture industry. The conceptual core of our approach is the expected sales. The expected sales of agents in the movie market (i.e. screen managers at supply...

Bayesian methods have become widespread in the marketing literature. We review the essence of the Bayesian approach and explain why it is particularly useful for marketing problems. While the appeal of the Bayesian approach has long been noted by researchers, recent developments in computational...