Skip to main content

Denial in Feature Film Marketing

Alternative forms of entertainment continue to cut into boxoffice grosses. Is the time right to rethink traditional movie advertising strategies?

It was precisely the sort of news the studios were dreading. Early last month, OTX, an online research company based in Los Angeles, published a study revealing that the number of young men going to see movies in theaters has plummeted, with males under 25 saying they saw 24 percent fewer films this past summer than last, attributing the decline, in part, to their preference for alternative media.

The OTX study was just the latest proof indicating that film audiences are undergoing a genuine and profound transformation, fueled by expensive ticket prices and a host of rival attractions -- from iPods to the Internet to video games -- which are now a $10 billion-a-year industry.

So, what are marketing executives doing about it? The answer, according to some of their fiercest critics, is: Nothing. That is the viewpoint of skeptics like author Joseph Jaffe, an expert in new media marketing, who argues that as new technology continues to impact the industry -- siphoning audiences away from theaters but also providing new places for advertisers to reach them -- movie marketing seems stuck in the Dark Ages.

Popular posts from this blog

AI-Driven Data Center Liquid Cooling Demand

The rapid evolution of artificial intelligence (AI) and hyperscale cloud computing is fundamentally reshaping data center infrastructure, and liquid cooling is emerging as an indispensable solution. As traditional air-cooled systems reach their physical limits, the IT industry is under pressure to adopt more efficient thermal management strategies to meet growing demands, while complying with stringent environmental regulations. Liquid Cooling Market Development The latest ABI Research analysis reveals momentum in liquid cooling adoption. Installations are forecast to quadruple between 2023 and 2030. The market will reach $3.7 billion in value by the decade's end, with a CAGR of 22 percent. The urgency behind these numbers becomes clear when examining energy metrics: liquid cooling systems demonstrate 40 percent greater energy efficiency when compared to conventional air-cooling architectures, while simultaneously enabling ~300-500 percent increases in computational density per rac...