Category: Marketing

Media Marketing and the Evolution of Narrative Structure

To no one's surprise, the highest-grossing movie this weekend was Marvel Studios' The Avengers, which brought in over $200 million in the U.S. While nothing is ever certain in Hollywood -- even a big-budget, effects-laden production can underperform (as Marvel parent Disney found out with John Carter) -- The Avengers seemed destined to generate a box … Continue reading Media Marketing and the Evolution of Narrative Structure →

Advertising as Entertainment

Notes from WonderCon 2011 The San Francisco version of Comic-Con, known as WonderCon, is a combination convention, festival, and weekend-long party for fans of comic books, superheroes, science fiction, and other genres of popular entertainment. It's an opportunity for fans to see clips from forthcoming sci-fi and fantasy movies and television shows, meet celebrities, and … Continue reading Advertising as Entertainment →

Maybe More Really is More in TV Advertising

In "The Hulu Effect at Fox TV? Less is More in TV Advertising" last December, I observed that Fox television appeared to be following the lead of online video services like Hulu in running fewer ads per show. By having shorter commercial breaks -- and communicating at the outset that the program would, for example, … Continue reading Maybe More Really is More in TV Advertising →

IMAX Brand Blur

As IMAX Screens Get Smaller, the Competition is Getting Bigger As noted previously, IMAX is extending -- some would say blurring -- the IMAX brand by retrofitting existing multiplex theaters with larger screens and upgraded sound systems. The Wall Street Journal reports that competitors are moving into the territory of what might be termed "low-end … Continue reading IMAX Brand Blur →