Studios take supporting role for movie licensees

Jensen, Jeff
June 1996
Advertising Age;6/24/1996, Vol. 67 Issue 26, p45
Trade Publication
Reports on the plans of movie studios in the United States to help film licensees move products with more refined marketing support for 1997. Displaying of films at the 1996 International Licensing & Merchandising Conference in New York City; Prospects for the film industry in 1997; Creation of customized point-of-purchase programs for different retailers.


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