The eagle-eyed “Movie Mom” spotted a subtle posted policy change in movie industry placement of trailers in relation to youth audiences. Movie Mom Nell Minow notes that promotional trailers now say they are approved for “appropriate audiences” whereas before the phrase was “all audiences”. Clearly, the new language gives theaters (and websites streaming trailers) more … [Read more...] about Stealth Change In Trailer Ratings?
Uni Backpedals From Video Games
The major studios have increasingly opted to create video games tied to their movies via in-house divisions in recent years. A “Los Angeles Times” article says Universal Pictures is backpedaling, after some poor results. “Based on the 2008 movie of the same name starring Angelina Jolie, the video game [‘Wanted: Weapons of Fate’] sold only 100,000 units in the U.S. in its … [Read more...] about Uni Backpedals From Video Games
Imax Screens 16-Minute ‘Avatar’ Clip
In its extensive discussion of trailers, “Marketing to Moviegoers: Second Edition” calls them essentially “free samples” of movies. Now, 20th Century Fox is taking the trailer concept to an extreme level with “Avatar,” which is the Jim Cameron (“Titanic”) sci-fi epic set for Dec. 18 theatrical release. A “Los Angeles Times” article says big-screen Imax theaters will present … [Read more...] about Imax Screens 16-Minute ‘Avatar’ Clip
Females Dig Scary Movies?
Hollywood has learned that women are a bigger audience for some horror films than men, which is impacting selection of projects and marketing, according to an “Entertainment Weekly” story. “Name any recent horror hit and odds are that female moviegoers bought more tickets than men,” says the “EW” article written by Christine Spines. “And we’re not just talking about … [Read more...] about Females Dig Scary Movies?
Advocate Rips Kid Ads for PG-13
The Campaign for a Commercial-Free Childhood launched a letter writing campaign to pressure major studio film distributors from marketing PG-13 rated films to children audiences. The issue is not clear-cut because a PG-13 rating usually flags some content as potentially unsuitable, such as language or violence, but parents may decide such movies are okay for their kids … [Read more...] about Advocate Rips Kid Ads for PG-13
‘Avatar’ Toys Tout Augmented Reality
Mattel is trying to put some special sauce on its toy line licensed from upcoming theatrical “Avatar” by touting there’s online content unique to each toy. A press release from the toy company calls the special content “augmented reality technology.” Says a Mattel press release: “Each action figure, vehicle and creature in the product line will come with a 3-D web tag, … [Read more...] about ‘Avatar’ Toys Tout Augmented Reality
High Concept ‘Bruno’ Proves Fragile
The second weekend of “Bruno” plunged an astronomical 73% at the boxoffice, indicating the R-rated black comedy will fade fast after a decent opening and underscoring that “high concept” films are fragile. Universal Pictures’ Bruno grossed $8.3 million for the July 17-19 weekend on 2,759 screens in the U.S. and Canada. It took in $30.6 million on three less screens its … [Read more...] about High Concept ‘Bruno’ Proves Fragile
Good Reviews Can’t Save Films?
The weekend box office battle emerges as pivotal to regaining record-setting momentum and has some bad news for two films getting critics' praise. A “Los Angeles Times” article reads the tea leaves – in the form of tracking surveys – and finds the two big new films underwhelming in terms of audience appeal. Tracking surveys are movie research of audience awareness and … [Read more...] about Good Reviews Can’t Save Films?
Marketing Costs Handicap Biggest Indie
Lions Gate Entertainment says it spends “well more than 25%” of its revenue on marketing expenses, which is sharply higher than what the major studio pay comparably, putting what is the largest independent film distributor at a competitive disadvantage. In a conference call with investors last week, the publicly-traded Lions Gate estimated that the media/entertainment … [Read more...] about Marketing Costs Handicap Biggest Indie
Movies Spend 7% For Online
eMarketer today published fascinating advertising figures for film distribution in a posting titled Hollywood Online Ad Spending, which deserves a look and my commentary. The look... eMarketer estimates total ad spending by "Hollywood" will be $16 billion this year. The media researcher estimates 7.7% of that will go online. The commentary... In my estimation, the $16 … [Read more...] about Movies Spend 7% For Online