The art of movie marketing and managing expectations

Ask any Hollywood marketing chief: Opening a big summer movie is a painful experience, full of moments of total terror, paranoia, panic and flop-sweat crisis management. But part of the real nightmare these days involves keeping media expectations in line about how well the movie is supposed to perform at the box office.

If you haven't noticed, virtually every film nut on the planet seems to be in the business of predicting movie box office ... old media,  new media and everyone in between. If your movie doesn't match those opening weekend predictions come Monday morning, you're faced with an onslaught of stories saying your film may have earned $40 or $60 or $80 million at the box office, but -- gasp! -- it didn't meet expectations, transforming what might have been a success story into a gloomy and often premature obituary.

READ ARTICLE AT LA TIMES


Film Business, Hollywood


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