The expanded second edition of Marketing to Moviegoers peels away the tinsel to explain the complex selling of Hollywood movies in domestic marketing blitzes spending up to $50 million per film, Super Bowl movie commercials, Oscar awards campaigns courting industry insiders, film festival marketing, seven types of consumer research that major studios conduct, the blurred line between free publicity and paid ads on the Internet, tie-in promotions with Madison Avenue and product merchandising.
“The media landscape is increasingly cluttered and film marketers find themselves competing against video games, Internet attractions, DVDs and cable TV for audiences,” says author Robert Marich, who has provided expert analysis to journalists on movie topics. “They have just one chance to get things right in the cinema window, which is just 4-6 weeks for most films.”
Southern Illinois University Press publishes Marketing to Moviegoers: A Handbook of Strategies and Tactics on Jan. 9, 2009 as a follow-up to the successful 2005 first edition. The second edition is completely revised and longer with 36 updated data tables and 30 illustrations.
“Some pundits call Hollywood’s emphasis on expensive, big marketing campaigns as an exercise in madness,” says Marich. “But the major studios are not fools. Big marketing campaigns increasingly tilt box office to the early weeks of release when studios’ take the biggest cut from ticket sales. Also, fast and wide theatrical runs hurry films to riches in downstream DVD and licensing to TV.”
The book explains the process and uses numerous real world examples and metrics to make the subject come alive. The book’s website www.marketingmovies.net links to topical news and provides commentary on domestic theatrical distribution events.
Marich has been interviewed about movies on CNBC and Fox Business News, and quoted in the “New York Times” and “Toronto Star.” In his career, he served as editor of film newsletter “Variety Deal Memo,” and business editor of “Hollywood Reporter.” His media-related articles have been published by “Advertising Age,” “Forbes,” “Investors’ Business Daily,” “Los Angeles Times” and “Variety.”
More information is available at the book’s website www.marketingmovies.net and SIU Press. ISBN: 0-8093-2884-4.

Contacts: Robert Marich
Tel: 914 422 3866
Email: RobertMarich@marketingmovies.net

"A great book, must read for all ambitious filmmakers"
Buno Chatelin filmfestivals.com