Programmers/creative executives select what projects they are going to develop or produce based on a number of factors, such as: does the project appeal to the target audience? Or does it fit the network schedule or the studio release timetable, as described in a New York Times article by Carol Ames, who wrote Chapter 12 on the ethics of public relations. She notes that studios jockey hard to select domestic and international release dates. If a wrong release date is picked, box office results will suffer. She writes, “A film shown on more than 3,000 screens earns an average of 31.6 per cent of its total domestic box office during its first weekend.”1 The right release date ...
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