Mini Book Review: Marketing to Moviegoers
I’m way behind in writing reviews of two books I’ve read recently so I’ll start to try and right that wrong now.
Marketing to Moviegoers by Robert Marich is a must read if you have even a passing interest in the marketing of movies. Marich covers all the major points-of-view you can approach movie marketing from, whether its paid advertising, publicity generation or merchandising. He also looks in-depth at strategies employed by major studios and independent shingles and how those strategies might be similar or how they differ drastically. And he goes over those strategies not only in terms of how they’re currently used but how their use has evolved over the years.
Marich provides plenty of supporting information in the form of charts and other sourced material to make it clear he’s not making this stuff up or just offering an opinion or anecdotal stories. Unlike a good number of books, these charts and figures actually make the text they support more interesting and don’t break up the narrative.
You can buy the book now or, according to the author himself, wait until an updated version comes out sometime next year. Or do both. Marich has created the Marketing to Moviegoers Web site to support that second edition as well as collect some useful links and stories on movie marketing and I’d encourage you to check that out as well. It contains some sample chapters as well to give you a taste of the full book.
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