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Marketing to Moviegoers by Robert Marich

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8 Exhibition

 

The play was a great success, but the audience was a disaster.

Oscar Wilde

The cinema business continues to hold its place in the movie distribution cycle, despite encroachment by DVDs, pay-per-view television in its numerous forms, subscription pay television, and film pirates.

Some prognosticators get attention with forecasts that theaters eventually will die, though in reality that’s a highly unlikely scenario. Indeed, media merchant banker Veronis Suhler Stevenson forecasts that box office in the United States will achieve a compound annual growth rate of 5.6% from 2003 to 2008, which would be excellent for what is a mature business facing increased competition.

One reason to believe in medium’s prospects is that film distributors ...

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