第五章 研究結論與建議
第三節 研究限制
美國電影雖然揭露一部分資訊例如電影的製作成本、上映週數、以及上映院數 等等但是絕大部分皆為中大型製片商的資訊，而小型製片商所製作的電影資訊 有些卻不完整，此外電影宣傳成本、周邊商品銷售狀況等資訊也未見公開。美 國電影發行和放映商之間所簽定的契約為一保密協定，可能對最終票房有顯著 影響。
傳統上電影的首週票房有一大部分被電影製片商所賺走，而隨著時間的推移，
劇院放映商的百分比上升。因此電影製片商可能會占美國電影票房銷售的 60％
左右，而海外票務銷售的票房銷售額約為 20％至 40％。由於電影的票房是經由 電影製作商以及放映商經由契約共享的結果，導致在模型的參數估計上，可能 會形成研究結果解釋的部分偏誤。
自從影音串流平台如 Amazon 以及 HBO 大行其道以來就開始自製電影。一開始 僅僅是小型獨立生產商和通路商制定了日期和發布策略，但隨著時間的推移，
影響力極高的的線上串流平台公司 Netflix 也開始在推廣這種模式中發揮越來越 重要的作用。雖然他們的大部分電影都是小規模的低預算電影，只在他們的 VOD 平台上在線播放，但他們偶爾也會嘗試製作更高預算的電影，這些電影可
賽。例如，Netflix 在中國和美國開始了 2000 萬美元預算影片“臥虎藏龍：命運 之劍”（2016）中一系列的發布策略。(Smits R. , 2017)，而這些電影在 IMDb
等網站上是屬於沒有票房紀錄的，詳細的資料必須要和製作公司索取，越來
越多非公開在電影院上映的自製電影使得電影票房預測更加困難。
另一方面，在本研究的估計結果中，反映出戰爭片觀眾對於有從眾（觀眾評 分、觀眾篇數）以及喜好改編的選擇偏好行為，但對於 MPAA 以及首週票房則 出現反向表現，暗示了 MPAA Rating 的限制會導致觀影人數的減少，這對戰爭 片製作商來是一個兩難的問題，因為戰爭議題本就與血腥暴力掛勾，如果減少 了血腥暴力的元素很有可能影響觀眾進場觀看的意願，然而提高 MPAA Rating 卻又限制了某些觀影者的進入，往後的研究可以更加深入了解電影製片是使用 何種策略作出相互妥協的決定。由於本研究僅以年度累積電影票房為績效表現 的指標，但並未考量上映期間以及周邊文化產業的外溢效果(spillover effect)，
且本研究受限於資料完整性，亦未加入相同電影在其他地區的比較表現，因此 在整體票房績效顯著因子的適用上，可能僅限於以對美國戰爭片市場票房表現 解釋為主。
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