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2018 | OriginalPaper | Chapter

5. Does Marketing and Promotion Create Box Office Success?

Author : Barrie Gunter

Published in: Predicting Movie Success at the Box Office

Publisher: Springer International Publishing

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Abstract

Promoting movies is a critical activity for setting a new movie apart from its competition. Advance advertising and trailers can give movie-goers tasters of what is to come. Information can be revealed about the movie’s genre, the type of story, its lead actors and about some of the key scenes and sequences it contains. Big studios can afford big promotional budgets and there is evidence that this is one factor that underpins the advantage that the major producers have over smaller ones. With the emergence of the internet and World Wide Web, new forms of promotions have become available. Digital platforms have enabled audiences to communicate more quickly and more widely their own initial experiences with new movies.

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Title: Does Marketing and Promotion Create Box Office Success?
Author: Barrie Gunter
Publisher: Springer International Publishing
Book: Predicting Movie Success at the Box Office
Print ISBN: 978-3-319-71802-6

Electronic ISBN: 978-3-319-71803-3

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-71803-3_5