Online streaming services are challenging long-standing decision-making processes in the traditional motion picture industry, thus placing Hollywood major studios at a crossroads. We use the institutional logics perspective to examine how both traditional studios and online streaming services make strategic decisions on which films to produce and how these films are to be distributed. We then apply scenario analysis to explore how their interaction will likely evolve. We argue that the key criteria that studio executives use to make production and distribution decisions are shaped by what we define as a commitment institutional logic: decision-making heuristics that focus their attention on theatrical release and box-office intakes. In contrast, online streaming services follow a convenience institutional logic, the product of advanced data analytics to increase subscriptions. In the convenience institutional logic, the need to drive online traffic by providing users with an extensive catalogue of movies guides film production and distribution decisions. Whereas the commitment logic aims for mass-market hits in cinemas, the convenience logic seeks to reach a wide range of subscribers at home with micro-segmented offerings. We compare the two logics, develop four scenarios of how the interaction between them may shape the film industry, and offer recommendations.

中文翻译：

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Netflix 时代的好莱坞制片厂电影制作：两种制度逻辑的故事

在线流媒体服务正在挑战传统电影行业长期存在的决策过程，从而将好莱坞的主要工作室置于十字路口。我们使用制度逻辑的视角来研究传统工作室和在线流媒体服务如何就制作哪些电影以及如何发行这些电影做出战略决策。然后，我们应用场景分析来探索他们的互动可能会如何演变。我们认为，工作室高管用来做出制作和发行决策的关键标准是由我们定义的承诺制度逻辑所塑造的：决策启发式将他们的注意力集中在戏剧发行和票房收入上。相比之下，在线流媒体服务遵循便利的制度逻辑，用于增加订阅的高级数据分析产品。在便利的制度逻辑中，通过为用户提供广泛的电影目录来推动在线流量的需求指导电影制作和发行决策。承诺逻辑的目标是电影院的大众市场热播，而便利逻辑则寻求通过微细分产品覆盖范围广泛的家庭订户。我们比较了这两种逻辑，开发了四种关于它们之间的相互作用如何塑造电影业的场景，并提供了建议。便利逻辑旨在通过微细分产品覆盖范围广泛的家庭用户。我们比较了这两种逻辑，开发了四种关于它们之间的相互作用如何塑造电影业的场景，并提供了建议。便利逻辑旨在通过微细分产品覆盖范围广泛的家庭用户。我们比较了这两种逻辑，开发了四种关于它们之间的相互作用如何塑造电影业的场景，并提供了建议。