The newspaper industry is feeling a lot of pain in the last few years as more and more advertising money gets shifted from print to online publications. Movie studios have been right behind the cutting edge in this advertising change and Sony really hammered that home with their campaign for Spider-Man 3. Sony’s global marketing head Jeff Blake says that a “substantial part” of the budget had been moved from print to online outlets in a quest to both cut costs and raise return-on-investment.

The story makes the completely accurate point that, with so many dollars at risk here, Sony had to spend each and every marketing dollar as efficiently as possible. It’s decision to so heavily lean on digital spending, then, could be the point where online spending moves into the big time, at least as studios are concerned.

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