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Marketing to Moviegoers by Robert Marich

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2 Market Research

 

I don’t want any yes-men around me. I want everybody to tell me the truth, even if it costs them their jobs.

Samuel Goldwyn

Movies experience a charmed life early in their existence because layers of cheerleaders surround them. The senior company executives who made the decision to produce a film (or acquire a finished movie for distribution) feel vested with a sense of ownership. The creative talent that sold the project to the movie company and then made the film itself becomes more certain that they are sitting on top of a blockbuster with each hurdle that they clear. The publicity and distribution departments are presented the film by the top brass—their bosses who approved the film in the first place—and the enthusiastic ...

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