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9780809331963

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Bob Marich is one of the most respected trade journalists covering the movie industry today. Marketing to Moviegoers is a distillation of his wide-ranging knowledge that touches all the key issues in a breezy, quick-reading style. Ira Mayer, <br>Publisher, Entertainment Marketing Letter & The Licensing Letter <br>.,. An excellently-written, deeply researched manual which every producer should read. Screen Finance Newsletter <br> I am using 'Marketing To Moviegoers' in a graduate Producers Program class that I teach at UCLA. The graduate students use it to design marketing positioning statements for their required thesis project reports. 'Marketing to Moviegoers' provides a cogent and extremely pragmatic discussion of studio marketing practices. <br>- Denise Mann, Associate Professor and Head, UCLA Producers Program <br> This is an excellently-written, deeply research manual which every producer should read. It takes the reader though every facet of the marketing campaign from research to product placement to how much money the studio pockets when its film is playing in your local multiplex. <br>- Screen Finance, 19-year-old London-based fortnightly newsletter.

Marketing films requires a combination of art, science, and showmanship, which Marketing to Moviegoers explains in a comprehensive way. The book lays out the processes involved and enlivens them with real-world examples. --Tom Sherak, former president of the Academy of Motion Picture Arts and Sciences<br><br><br> Marketing to Moviegoers provides practical information across a range of functions including the process of audience testing of marketing materials, details about advertising campaigns, and metrics of theatrical distribution. --Al Lieberman, professor of marketing, executive director, Entertainment, Media and Technology Program, Stern School of Business, NYU<br><br><br> Marketing to Moviegoers pulls together the various facets of movie marketing campaigns in a systematic manner. It lays out the structure and order, while providing useful data and historical context. --Jack Valenti, former chairman, Motion Picture Association of America <br><p>

Author Information

Robert Marich is a business journalist and analyst with twenty-five years of experience covering film and media. He has held senior editorial jobs at media researcher Kagan Research, Variety Deal Memo film business newsletter, daily trade newspaper Hollywood Reporter, and a number of other publications. His freelance articles have appeared in Variety, London-based Screen International, the business section of the Los Angeles Times, Emmy magazine, and Forbes. Marich also wrote the photo-driven book on romance movies More Than Just A Kiss.

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