This paper, written by Berend Wierenga and colleagues, is about a marketing decision support system in the movie industry. The decision support system of interest is a model that generates weekly movie schedules in a multiplex movie theater. A movie schedule specifies, for each day of the week, on which screen(s) different movies will be played, and at which time(s). The model integrates elements from marketing (the generation of demand figures) with approaches from operations research (the optimization procedure).