Social percolation models

We here relate the occurrence of extreme market shares, close to either 0 or 100%, in the media industry to a percolation phenomenon across the social network of customers. We further discuss the possibility of observing self-organized criticality when customers and cinema producers adjust their preferences and the quality of the produced films according to previous experience. Comprehensive computer simulations on square lattices do indeed exhibit self-organized criticality towards the usual percolation threshold and related scaling behaviour. (C) 2000 Elsevier Science B.V. All rights reserved.