'Marketing to Moviegoers' publishes 3rd edition

   April 2013- The third edition of Marketing to Moviegoers—weighing in at a hefty 139,000 words—is published by SIU Press.
   The third edition is 20% larger than the prior, has updated data and, includes a whole new chapter about marketing movies in cyberspace. In addition, there's greatly expanded coverage of awards marketing such as the Oscars, affinity marketing such as the Comic-Con comic book event, music for film trailers and venerable drive-in theaters.
   At the same time, the book’s website (this website) experienced a redesign--its first since launching in 2007--that results in posting updated chapter summaries, more news stories and more collateral material. The first edition was published in 2005 and second in 2009.
   A press release follows and the third edition is available in various formats from these online retailers:
Marketing to Moviegoers:
A Handbook of Strategies and Tactics
Third Edition
By Robert Marich
408 pages | $34.95 | 41 illus. | 978-0-8093-3196-9 (Paper) | 978-0-8093-3197-0 (E-book) SIU Press
Easy-to-navigate description of complex film marketing
While Hollywood executives spend billions of dollars making movies, they expend even more selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich reveals the methods used by studios to market their films to consumers.
Updates to the third edition include a new chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns. The third edition, at 139,000 words, is 20% longer than the current edition; additional data tables and graphics are also new.
A study guide is available for instructors who are using Marketing to Moviegoers in the classroom. In addition, the book has its own website at, which aggregates over 700 stories from national and trade media about movie marketing news, along with analysis from author Marich. The second edition was translated into Japanese by a non-profit trade organization to teach producers of Japanese films.
A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today’s rapidly evolving film industry.
“Marketing films requires a combination of art, science, and showmanship, which Marketing to Moviegoers explains in a comprehensive way. The book lays out the processes involved and enlivens them with real-world examples.”—Tom Sherak, former president of the Academy of Motion Picture Arts and Sciences
Marketing to Moviegoers provides practical information across a range of functions including the process of audience testing of marketing materials, details about advertising campaigns, and metrics of theatrical distribution.”—Al Lieberman, professor of marketing, executive director, Entertainment, Media and Technology Program, Stern School of Business, NYU
Robert Marich is a business journalist and analyst with twenty-five years of experience covering film and media. He has held senior editorial jobs at media researcher Kagan Research, Variety Deal Memo film business newsletter, daily trade newspaper Hollywood Reporter, and other publications. His freelance articles have appeared in Variety, London-based Screen International, the business section of the Los Angeles Times, Emmy magazine, and Forbes. Marich also wrote the photo-driven book on romance movies More Than Just a Kiss. Visit the author website: