“I am using ‘Marketing to Moviegoers’ in a graduate Producers Program class that I teach at UCLA. The graduate students use it to design marketing positioning statements for their required thesis project reports. ‘Marketing to Moviegoers’ provides a cogent and extremely pragmatic discussion of studio marketing practices.”
— Denise Mann, associate professor and head, UCLA Producers Program
” ‘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 & Technology program, Stern School of Business, NYU
” ‘Marketing to Moviegoers’ pulls together the various facets of movie marketing campaigns in a systematic manner. It lays out the structure and order, while providing useful data and historical context.”
–– Jack Valenti, former MPAA chairman, Motion Picture Assn. of America
” ‘Marketing to Moviegoers’ is a distillation of wide-ranging knowledge that touches all the key issues in a breezy, quick-reading style.
–– Ira Mayer, licensed merchandise expert and co-director, Institute of Branding & Licensing at LIU Post
“This is an excellently written, deeply researched manual which every producer should read. It takes the reader though every facet of the marketing campaign from research to product placement to how much money the studio pockets when its film is playing in your local multiplex.”
–– Screen Finance, London-based fortnightly newsletter