“…(6) Finally-consistent with the studies cited heretofore-we assume that Critical and Popular Buzz (CritPopBuzz) and Marketing Clout (MktgClout) combine to stimulate Market Performance (MktPerf) in the form of gross box office and video rentals. In this connection, previous research has examined the relationship between opening-week box office and opening-week video rentals per store (r = .65, Lehmann and Weinberg 2000) or between DVD sales and 4 Please see, for example, Basuroy et al (2003Basuroy et al ( , 2006, Clement et al (2006), Dodds and Holbrook (1988), Elberse and Eliashberg (2003), Eliashberg and Shugan (1997), Hennig-Thurau et al (2007), Litman (1983), Litman and Ahn (1998), Ravid (1999), Ravid et al (2006), Sochay (1994), and Zufryden (2000). 5 Oscars-related studies include those by Clement et al (2006), Deuchert et al (2005), Dodds and Holbrook (1988), Ginsburgh (2003), Hennig-Thurau et al (2007), Holbrook (1999), Litman (1983), Litman and Ahn (1998), Nelson et al (2001), Prag and Casavant (1994), Smith and Smith (1986), Sochay (1994), and Sommers (1983Sommers ( -1984.…”