Film critics assigning scaled ratings to films--anything from a number on a scale to thumbs up/down—usually would prefer not. But the public demands a simple evaluation metric available at a glance. Those evaluation rankings have evolved into various scales or “star” systems; that’s stars as in one star bad and five stars tops. “Critics tend to loathe the system and … [Read more...] about Ranking Films Irks Critics, Liked by Audiences
data
Tracking Research Becomes More Unpredictable
Pre-release audience tracking surveys, which over decades honed into a precise science, are proving less reliable, which is causing considerable consternation for Hollywood film marketers. Movie distributors use tracking surveys to decide how to best allocate the $3.5 billion annually spent on paid media to advertise films in the U.S. market, and also publicity and … [Read more...] about Tracking Research Becomes More Unpredictable
Cinema Marketing Cost Up, Not Down in ’06
A common refrain from news reports about 2006 cinema industry stats is that the U.S. average marketing spend per major studio film dipped 4.4%, according to data from the major studio trade group the MPAA. The figures cover the United States. While the math is correct, I disagree with the conclusion. More films were released in 2016, or precisely 11% more. So even if … [Read more...] about Cinema Marketing Cost Up, Not Down in ’06
Theatrical Marketing Costs Rise in 2005
With box office suffering a slide, Hollywood is warming to the idea of reducing marketing expenses in theatrical release to bolster profits. But analysts should be careful about trimming their forecasts of future studio spending on prints and advertising. Hollywood's tough talk about cost control looks to be an exercise in wishful thinking. First let's assume the axe would … [Read more...] about Theatrical Marketing Costs Rise in 2005
Original ‘Jurassic’ Spins Off 1,000 Products
When “Jurassic Park” approached theatrical release in June 1993, distributor Universal Pictures set a new high in licensed merchandise, lining up 1,000 different categories of products locked up by 100 companies. Director Steven Spielberg and a then lofty $70 million production with cutting edge special effects let the studio make this proposition: the film would … [Read more...] about Original ‘Jurassic’ Spins Off 1,000 Products