Brandweek : Movie Marketing Madness

Look under the hood and you’ll find some surprises

My latest Brandweek column is up, dealing with the hidden treasures of advertising networks. Namely, the publishers who make up those networks. Taking the time to build relationships and establish communications with those publishers, I argue, is far more valuable - especially in the long term - than simply buying a run-of-network ad campaign and [...]

Or you could buy 2.7 million Junior Bacon Cheeseburgers

My latest column for Brandweek, appearing both online and in the print edition of the magazine, takes on the ever-rising cost of buying 30 seconds worth of advertising time during the Super Bowl. Instead of just bemoaning how much Fox thinks (rightly, based on the demand) it can charge advertisers though I try to be [...]

Expanded Brandweek piece on new media usage

If you read this piece by me at Brandweek titled “New Media Gets Reel” you’ll probably get a slight twinge of nostalgia. That’s because it’s similar to the “Using Social Media in Your Branding Efforts” column from just a couple days ago.
The short version is that I wrote “Using Social Media…” first and submitted that [...]

What studios got right in 2007

My latest Brandweek column is about as close to a 2007 retrospective as I’m likely to write. It’s a look back on how studios started to much more consistently and aggressively use RSS feeds and widgets in their movie campaigns this year.
As I say at the end of the piece, I’m hoping that this is [...]

Managing your online corporate reputation

My latest opinion piece is up on Brandweek, this one based on comments made at the end of October by Disney CEO Robert Iger. Essentially I try to make the case that studios no longer can hide behind the movies they put out but need to be coming out and engaging with fans directly. Fans [...]

Staying on the right side of the audience’s attitude

The line in the sand that Dreamworks leaped over by a long shot with their marketing for Bee Movie is the subject of my latest Brandweek column. My basic point is that, in its attempt to make sure everyone knew about the movie, Dreamworks made sure everyone saw an ad for the movie 38 times, [...]

Living within your means

I forgot to blog this column from Brandweek. My bad.

Making an immediate impression

My latest column is up over at Brandweek. This one is a brief (though long) piece about how the trailer for Cloverfield made such a strong impression and generated such fan speculation and buzz because no one saw it coming. There were no leaks, no descriptions from projectionists on AICN, no nothing like that. The [...]

Distributing trailers should be the priority

My new column is up at Brandweek, this time with my ranting (again) about how studios need more to embrace sites like YouTube and others to make sure their trailers are sent as far and wide around the Internet as possible. It’s no longer, I don’t think, a viable strategy to insist people come to [...]

Innovative marketing pays off for movies

My latest column is up over at Brandweek. This one is just kind of a fun piece where I talk about how some of the mid-tier films of the summer were able to achieve success with marketing efforts that didn’t just included MySpace pages and massive TV ad buys. These are movies that, for the [...]

Pros and cons of the R-rated trailers movement

My latest op-ed piece is up at Brandweek. This time around I’m talking about how R-rated trailers - the red-band versions that are all the rage in the last couple years - are an important tool studios can now utilize. I say now because, since theaters almost uniformly won’t run them, it’s really the Internet [...]

Check me out - I’m writing for Brandweek

There’s a bit more to this that is still to be put into place and so I’ll wait until then to announce it, but for now I’ll do a bit of self-promoting and point you to an op-ed piece I’ve contributed to Brandweek. This first one deals with the newly launched publicity site launched by [...]

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