TITLE

Much more than an iceberg for Paramount mogul

AUTHOR(S)
Friedman, Wayne
PUB. DATE
February 1999
SOURCE
Advertising Age;2/1/1999, Vol. 70 Issue 5, ps6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article profiles Arthur Cohen, president of worldwide marketing for motion picture group Paramount Pictures Corp. Marketing a movie is like drawing some poor-quality geometry, according to Cohen. Sketching the right size circles is Cohen's metaphor for revealing the appropriate amount of film material to tease consumers, whether through one-sheet film posters, movie trailers or TV commercials. Paramount had a wildly successful 1998, landing in a strong second place in market share with 15.8% to Walt Disney Co.'s 16%, according to Paramount. It finished the year with $1.08 billion in U.S. box office revenue, just slightly behind Disney's $1.1 billion.
ACCESSION #
1502280

 

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