Big Numbers for the Big ScreenA Bit of BackgroundReducing Risk: High Concept FilmsDum-Dum....Dum-Dum...Reducing Risk: Hollywood Meets Madison AvenueBehind the Scenes: The ProducerOut the Door and Onto the Streets: DistributionTheaters: Still Big Box OfficeMovie Marketing: Who Are the Targets?Marketing MethodsTicket Presale ConduitsThe Oscars—A Powerful Marketing ToolTechno ToolsPlanes, Trains, Automobiles—and MoreIndependent FilmsSummaryFurther ReadingMagazines to Devour