Anita Elberse Quotes

Anita Elberse — Educator

Anita Elberse is a Professor of Business Administration at Harvard Business School. She is a leading expert on marketing strategies for firms in the media and entertainment sector. She has published her research in top academic and practitioner journals in the fields of marketing, economics, and management. According to the Wall Street Journal, " takes the same statistically rigorous approach to entertainment and cultural industries that sabermetricians do to baseball.".. (wikipedia)

I spend way too much time watching television, going to sports games, going to movies. It struck me that there's an awful lot of data in the public domain for these sectors. The movie industry publishes weekly sales numbers - not many industries do.

If you're a film studio, you're making a movie for a foreign market. You're pursuing ideas that travel well. It changes the movies we see and how movies are made.

Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber and his manager Scooter Braun are investing in a number of different companies and also promoting them in many ways.

If anything, the impact of digital technology is creating bigger brands and bigger superstars.

Anyone can see that, say, superheroes and vampires perform well at the box office. That in turn can trigger competitive bidding situations and soaring fees for people who can bring these properties to the screen. The result can be a dramatic increase in the costs of production.

Anita Elberse Quotes

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