While many summer blockbusters guard their insider secrets carefully -- strategically releasing only enough details to get moviegoers excited about a film's opening -- the star power behind the upcoming actioner "War of the Worlds
While many summer blockbusters guard their insider secrets carefully -- strategically releasing only enough details to get moviegoers excited about a film's opening -- the star power behind the upcoming actioner "War of the Worlds," a Paramount domestic release co-produced by DreamWorks, opted for a much different approach.
Internet cited as a source of awareness for movies in the single digits (percentagewise); now, it's not uncommon to see it with certain movies getting into 30% and higher," says Dawn Taubin, president of domestic marketing at Warner Bros. Pictures.Marketers have sung the Internet's praises since the emergence of the stationary banner ad, and the subsequent proliferation of wireless devices has made online marketing channels even more attractive as they can reach potential moviegoers day or night in their homes or cars, at work or anywhere else. But given the breakneck speed at which technology enters the market and becomes adopted widely, it can be especially challenging to patent campaigns and evaluate their effects before having to create something fresher to fit the next big technological thing.
Although no one is about to abandon traditional forms of marketing, professionals have begun to think differently when conceptualizing campaigns and apportioning budgets. Cutting a great trailer is still of the utmost importance, but marketers now must divide the balance of a film's budget among an increasing number of outlets.Source: Hollywood Reporter/Minju Pak
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