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The Business of Media Distribution, 2nd Edition by Jeff Ulin

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CHAPTER 4

Theatrical Distribution

Unlike the market for traditional packaged goods where the goal is often to sustain and grow a household brand over time, the film and television business operates by media blitz to try to create new brands overnight. A movie can become a brand unto itself, and what business other than the film business strives to create a new brand over a weekend? The time, money, and effort expended to create public awareness of a film in its opening weekend is staggering, and has become the front edge of criticism by artists who bemoan the subjugation of art to the beast of box office grosses.

Because a major studio film frequently needs to recoup better than $100 million between production and marketing costs—with the average ...

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