Robert Marich
FeaturesMarketplace: word of mouse marketing
From Twitter to transmedia content, the fast-moving digital sphere is changing the face of theatrical marketing. But while online spend is rising, traditional media still claims the bulk of distributor advertising spend in the US. Robert Marich explores how the two arenas intersect
FeaturesChasing the VoD tail
Are the numbers beginning to add up for video-on-demand? Robert Marich takes a look at the figures being generated in the US market, which is acting as a testing ground for global VoD patterns
- News
Burn, hollywood, burn: Health campaigners and film
Tobacco and obesity have raced towards the top of the global political agenda in recent years, but they may soon have an impact on the bottom line for the film industry. Wherever one stands on the social impact of cinema on children in particular, there is no doubt health campaigners ...
- News
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 ...