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Lack of sequels swells ad budgets to $150 million


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  • Lack of sequels swells ad budgets to $150 million

    Summer movie promotion heats up

    Lack of sequels swells ad budgets to $150 mil

    By Marc Graser
    April 25, 2008

    On one busy intersection in Los Angeles, eight brightly colored billboards are pushing "Indiana Jones and the Kingdom of the Crystal Skull."

    That kind of hype is overkill even by Hollywood standards, but the signs on La Cienega and Venice Boulevards are evidence of an expensive situation at the studios this summer. The costs to tout their tentpoles is going up.
    "They're certainly not getting cheaper to market," says one studio maven with a laugh that ended in a sigh.

    Studios don't have the built-in recognition factor to push many of the releases this season. "Indiana Jones" not withstanding, Hollywood is light on sequels vs. last summer, and it costs more to launch new properties that bizzers hope will turn into franchises.

    There's speculation it could cost as much as $150 million to market some of the 2008 summer tentpoles worldwide. While studios are sometimes willing to confirm production budgets, they are loathe to talk about marketing costs.

    Among the major studios, the average cost of marketing a domestic release was $35.9 million in 2007. That's only an average, meaning event pics cost much more. That's a far cry from 1995, when "Toy Story" was the most advertised film of the year, with a marketing budget of around $35 million.
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

  • #2
    Re: Lack of sequels swells ad budgets to $150 million

    You have to spend money to make money....
    I like The Happiest Millionaire. What's wrong with that?


    • #3
      Re: Lack of sequels swells ad budgets to $150 million

      I really dont see how more marketing ensures more people will buy tickets. I know the cost of advertising goes up but a marketing campaign on par with the original Toy Story's should be more than enough combined with some relatively inexpensive viral marketing on the internet.

      Hollywood should focus on making GOOD movies that look APPEALING rather than extravagant marketing campaigns. The people want exicting ORIGINAL ideas not mediocre remakes and pop culture comedies.


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