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Marketing to Moviegoers: A Handbook of Strategies and Tactics, Second Edition Paperback – January 26, 2009

5 out of 5 stars 7 customer reviews

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Editorial Reviews


"Marketing to Moviegoers provides a cogent and extremely pragmatic discussion of studio marketing practices."Denise Mann, UCLA Producers Program

"This is an excellently written, deeply researched manual that every filmmaker should read. Robert Marich knows his subject matter and he knows how to drill down deep."Tim Adler, author of The Producers: Money, Movies and Who Really Calls the Shots


"A great book, a must-read for all ambitious filmmakers"-  Bruno Chatelin, filmfestivals.com

About the Author

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, Investor's Business Daily, Television Week and Advertising Age. His freelance articles have appeared in London-based Screen International, the business section of the Los Angeles Times, Emmy magazine, and Forbes.


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Product Details

  • Paperback: 336 pages
  • Publisher: Southern Illinois University Press; 2nd edition (January 26, 2009)
  • Language: English
  • ISBN-10: 0809328844
  • ISBN-13: 978-0809328840
  • Product Dimensions: 6.1 x 0.8 x 9.2 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,126,754 in Books (See Top 100 in Books)

More About the Author

Hollywood spends more to market movies than to make them, though this is often overlooked. There is no movie business without the audience! I've got 25 years experience covering the movie business from a financial perspective, which gave me a background to write "Marketing to Moviegoers" from SIU Press. I have journalist articles published in Hollywood Reporter, Variety, Advertising Age, Los Angeles Times and Forbes. I'm also author of "More Than Just A Kiss" and senior editor of the ninth and tenth editions of "Music Business Handbook and Career GUide."

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Top Customer Reviews

Format: Paperback
As London bureau chief of The Hollywood Reporter, I covered the whole range of movie marketing strategies, from bad to brilliant. Bob Marich gives those who market movies and those with an interest in the film business a great inside look at how it's done, from market research to promotions and publicity to distribution. He covers major studio releases, movies distributed by indies, and foreign-language films. This is a great read for anyone who cares about how movies reach the ticket buying public.
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Format: Paperback
With the continually rapid changes in technology, it seems a steep challenge for any book to keep track of all the strategies being used to promote movies. But Robert Marich appears to be doing the best job possible with his second edition of "Marketing to Moviegoers." I found the first edition impressive in its comprehensive sweep and in-depth analysis of movie marketing when I wrote my last review in early 2006. The new edition does an equally astute job, using updated charts, revisions in the text and references to more recent films, making this current version indispensable for anyone wanting to keep up with the changes of the last few years.
As the full title of the book indicates this is primarily a handbook for those in the trade and for film students. As such, the book is eminently practical. With the added perspective of a second edition, there is also a reminder of how the changes in marketing and technology are changing how movies are seen and appreciated.
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Format: Paperback
This book is a must-read for any aspiring or practicing film marketer -- even marketers of non-entertainment products can learn a few tricks here. As a matter of fact, having been managing editor of both Variety and The Hollywood Reporter, I view this as an essential navigational guide to the arcane world of motion picture marketing. Thoroughly researched and logically presented with a liberal use of tables, "Marketing to Moviegoers" leaves no stone unturned in its elucidation of the whys and hows of selling a movie to the public. It delves into everything from concept testing and surveys to trailers and projection equipment and even the special challenges posed by foreign-language films. It should be required reading at all film schools.
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Format: Paperback
As an independent filmmaker, this book was invaluable in the release and promotion of our second film. You know and I know this business is all about using your resources as strongly as you can. From theatrical marketing, one sheets, trailers, branding, this book gives you ideas and directions to move foward. They even cover tons of new media publicity applications. Great read. Incredible resource.
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