How marketing ties up movie studio money

Studio corporate brass have long complained about the spiraling costs of marketing films -- particularly the ever-rising fees charged by TV networks for commercial time -- and have futilely pondered ways to lower those expenditures.

Now, with the emergence of new media, that picture may be changing -- sort of.

The bad news: Pricey spots on TV remain a drain. They amounted to nearly three-quarters of Hollywood's ad spending for theatrical releases last year.


Film Business, Hollywood

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