Goldman Sachs are recommending straddle purchases before earnings. Tastytrade say you should be short straddles before earnings. Take your pick!
http://www.valuewalk.com/2016/01/goldmans-top-25-trades-for-earnings-season/
https://www.tastytrade.com/tt/shows...es/goldman-sachs-earning-straddles-07-15-2015
http://tastytradenetwork.squarespace.com/tt/blog/market-measures-goldman-sachs
http://www.zerohedge.com/news/2015-12-10/straddle-goldmans-winning-options-strategy-year-end
http://www.valuewalk.com/2015/09/goldman-recommends-straddle-for-netflix-q3-earnings/
http://www.valuewalk.com/2016/01/goldmans-top-25-trades-for-earnings-season/
https://www.tastytrade.com/tt/shows...es/goldman-sachs-earning-straddles-07-15-2015
http://tastytradenetwork.squarespace.com/tt/blog/market-measures-goldman-sachs
http://www.zerohedge.com/news/2015-12-10/straddle-goldmans-winning-options-strategy-year-end
http://www.valuewalk.com/2015/09/goldman-recommends-straddle-for-netflix-q3-earnings/
; the reward is lesser when it's more evident and now.