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  • May 2016 (Revised April 2019)
  • Case
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Legendary Entertainment: Moneyball for Motion Pictures

By: John A. Deighton and Leora Kornfeld
  • Format:Print
  • | Language:English
  • | Pages:9
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Abstract

Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and appoints him to run marketing analytics for Legendary. The methods perform well in the motion picture market. Other Hollywood studios want to lease its services, and firms outside of entertainment express interest. Marolda and Tull consider setting up Legendary Analytics as an independent consulting business. At that point Dalian Wanda, China's largest entertainment and real estate conglomerate, buys Legendary. Should Marolda focus on China or the diversified U.S. market?

Keywords

"Marketing Analytics"; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Entertainment and Recreation Industry

Citation

Deighton, John A., and Leora Kornfeld. "Legendary Entertainment: Moneyball for Motion Pictures." Harvard Business School Case 516-117, May 2016. (Revised April 2019.)
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About The Author

John A. Deighton

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Related Work

    • May 2016 (Revised April 2019)
    • Faculty Research

    Legendary Entertainment: Moneyball for Motion Pictures

    By: John A. Deighton and Leora Kornfeld
Related Work
  • Legendary Entertainment: Moneyball for Motion Pictures By: John A. Deighton and Leora Kornfeld
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