On September 30, 2009
HBS Entertainment Authority “Marvels” at Potential of Disney’s New Deal
Anita Elberse of the Harvard Business School examines strategies in “creative industries” such as entertainment and sports. In our discussion last week, she described many of the critical strategic lessons managers can glean from high-profile sectors such as media and big-time sports. This week, we’ll talk about the power of stars and franchises in Hollywood. BNET: Some of your research has dealt with the market power of famous actors and athletes. Are these relationships worth the high investment levels? Elberse: Studios invest a lot in their A-List talent, sometimes as much as $20 million and upwards. In one of my papers, I wanted to examine if someone could actually be worth that much and how one would go about quantifying…
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