TITLE

Holiday movies ride on stories, not star power

AUTHOR(S)
Friedman, Wayne
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the trend of using story advertising to promote U.S. big-star holiday movies in 1999. Successful big-star holiday season movies, driven by younger audiences, have forced studios to use more concept or story advertising rather than focusing on big-name talent. Hits such as MGM Distribution's The World Is Not Enough and Paramount Pictures' Sleepy Hollow, as well as the newer Universal Pictures' End of Days are being pitched to consumers that way. As is their pre-debut custom, studio executives are keeping their marketing efforts close to the vest, fearing competing studios could take advantage by quickly shifting their marketing strategy. Still, marketing hints are being revealed and it looks like stars will be prominently flagged.
ACCESSION #
2585013

 

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