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2008 Preview - Marketing - Unchartered Territory

Pre-release audience tracking surveys, which have been honed into a precise science over decades, seem to be evolving into an inexact art, causing considerable consternation for Hollywood film marketers. Distributors use tracking surveys to decide how best to allocate the $3.5bn spent annually on paid media to advertise films in the US market. When this research is off, too much advertising may be directed at audience segments already sold on the film and not enough on consumers who ...

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