Opening Casino Jack

3 Pages Posted: 2 Jun 2017

See all articles by Yael Grushka-Cockayne

Yael Grushka-Cockayne

University of Virginia - Darden School of Business; Harvard University - Business School (HBS)

Kenneth C. Lichtendahl

University of Virginia - Darden School of Business

Andrew Green

University of Virginia - Darden School of Business

Temple Fennell

University of Virginia - Darden School of Business

Abstract

Temple Fennell, CEO of ATO Pictures, recalled the distribution of ATO's first U.S. film, Casino Jack, starring Kevin Spacey. He reflected on the red carpet thrills during the opening week in December 2010, and the excitement surrounding Spacey's Golden Globe nomination. At the same time, he was reminded of the challenging decisions he and his team had had to make regarding the film's advertising and distribution.

Excerpt

UVA-QA-0827

Rev. Aug. 7, 2015

Opening Casino Jack

Temple Fennell, CEO of ATO Pictures, recalled the distribution of ATO's first U.S. film, Casino Jack, starring Kevin Spacey. He reflected on the red carpet thrills during the opening week in December 2010, and the excitement surrounding Spacey's Golden Globe nomination. At the same time, he was reminded of the challenging decisions he and his team had had to make regarding the film's advertising and distribution.

Fennell could have advertised nationally prior to the film's release, or he could have waited to see the audience and critic reactions before committing significant advertising dollars. The first option required a wider release of the film. The second option limited the initial release to a small number of screens. While Fennell had been sure there was no magic formula for box office success, he had believed that the historical data from hundreds of mostly independent films would provide insight into the options for ATO's next film.

ATO Pictures and Casino Jack

. . .

Keywords: advertising, distribution

Suggested Citation

Grushka-Cockayne, Yael and Lichtendahl, Kenneth C. and Green, Andrew and Fennell, Temple, Opening Casino Jack. Darden Case No. UVA-QA-0827. Available at SSRN: https://ssrn.com/abstract=2975179

Yael Grushka-Cockayne (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

HOME PAGE: http://https://www.hbs.edu/faculty/Pages/profile.aspx?facId=263650

Kenneth C. Lichtendahl

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Andrew Green

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Temple Fennell

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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