Movie Half Life

MOVIE HALF LIFE….Tyler Cowen quotes Edward Jay Epstein about why movie releases are almost psychotically frenetic these days:

The benefits of prolonging a film’s run in the theaters are now negated by the loss that would be sustained by delaying its video opening past the point at which it can benefit from the movie’s advertising campaign.

Ah. That makes sense, and it explains why most movie marketing is designed around an effective lifespan (in theaters) of only a few weeks these days. I’ve wondered about that.