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Your Guide To Entertainment Marketing and Performance (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul W. Farris, Patricia Esgate, Al Lieberman

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3. Marketing Movies: Building Wannasee, Haftasee, and Mustsee

Samuel Taylor Coleridge called drama “that willing suspension of disbelief for the moment, which constitutes poetic faith.” Most modern movie producers would probably call the act of financing and making a movie the willing suspension of financial sanity. With blockbusters running well into the multiple hundreds of millions of dollars, making a movie is a seriously risky business, full of potential pitfalls at every turn.

For producers and studios, movie marketing is the hedge against disaster and the support system for success. Marketing is the engine that drives public perception, creating “wannasee,” luring people into the theaters and dollars into the box office.

Big Numbers for ...

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