The Center for Managing Enterprises in Media, Entertainment and Sports (MEMES) at the UCLA Anderson School of Management hosts the annual UCLA/Bruce Mallen Scholars and Practitioners Workshop in Motion Picture Industry Studies, which brings together top academic scholars and industry professionals to discuss research on measuring, predicting and impacting performance in film financing, production, marketing, distribution and exhibition.

 

Workshop topics will include: online advertising; movie attendance and the business cycle; movie buzz in social and commercial media; knowledge integration in the Indian film industry; Internet postings and reviews; content regulation in the film industry; modeling the rate of return for Hollywood films; enhancing celebrity brands; in-house vs. independent film production; how studios can reacquire customers; and monetizing international TV rights for motion pictures.

 

The event will also include the presentation of the Carol and Bruce Mallen Lifetime Achievement Award for scholarly contributions to motion picture industry studies and the Center for MEMES's inaugural Louis B. Mayer Motion Picture Business Leader of the Year honor for excellence and outstanding business leadership in the industry.

Among the event participants:

 

Greg O'Connor, film producer

Nelson Gayton, executive director, UCLA Center for MEMES

Sanjay Sood, UCLA associate professor of marketing; faculty director, Entertainment & Media Management Institute

Xavier Dreze, UCLA associate professor of marketing

 

 

UCLA Faculty Center, on the UCLA campus

 

 

The workshop — created and chaired by Bruce Mallen — provides researchers with critical peer and industry feedback prior to research completion and publication. Past research has appeared in a wide range of journals, including the Journal of International Business Studies, the Journal of Marketing and the Journal of Business Research. Previous attendees have included Frank Davis, former senior executive vice president at MGM; director Arthur Hiller; and producer Daniel Selznick.

 

Bruce Mallen is the former dean of Florida Atlantic University's College of Business and fouding director of the DeSantis Center for Motion Picture Industry Studies. He is currently a senior fellow at the Center for the Digital Future at USC's Annenberg School and professor of economics, finance and real estate at FAU.