By continuing to use the site you agree to our Privacy & Cookies policy

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 ...

Restricted Content

Registration is required to read the entire article and to gain access to other restricted areas of the website

This content is for registered users only

To check that you are registered please enter your email address below

Our records show you are already a registered user. Please sign-in with your password...

By continuing to use the site you agree to our Privacy & Cookies policy

Not a Screen International subscriber?

Sign up today for immediate and complete access to ScreenDaily.com and Screen International magazine for as little as £19.95 a month!

newsletter+promo