Measuring Word of Mouth's Impact on Theatrical Movie Admissions

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Word of Mouth: What We Know and What We Have Yet to Learn (2013, unknown): “One stream of research suggests that NWOM can be more powerful than PWOM (Arndt 1967a, 1968; Chevalier and Mayzlin 2006; Chen, Wang, and Xie 2011), yet other research found that PWOM increases the revenues and run-time of movies far more than NWOM reduces it (Moul 2007).”
Cultural Industries: Product–Market Characteristics, Management Challenges and Industry Dynamics (2015, unknown): “The highest level of support concerns the logic that sales result from information cascades through which consumers inform each other about products’ qualities (Beck 2007; De Vany and Lee 2001; De Vany and Walls 1996; Gaffeo et al. 2008; Gazley et al. 2011; Giles 2007; Godart and Mears 2009; Moul 20”
The Economics of Movies: A Literature Survey (2012, unknown): “Moul (2007) also investigates the word-of-mouth effect and its consequences on demand by instead using a discrete choice (nested logit) model of demand where word-of-mouth presents through the heteroskedasticity and serial-correlation in the error term of the model.”
NOT ALL RIVALS LOOK ALIKE: ESTIMATING AN EQUILIBRIUM MODEL OF THE RELEASE DATE TIMING GAME (2010, background): “See also Moretti (2007) and Moul (2007). considered to be very weak, as is the period from the beginning of March to mid-May.”