MPAA chief Glickman surprises with marketing statistic
Studios flexed their marketing muscles up and down the Las Vegas strip last week.They splashed movie ads across blackjack tables, cabs and airport luggage carousels; they jetted stars to town for photo ops with small-time exhibs, screened miles of trailers and staged lavish parties with showgirls hanging from the ceiling. So it came as something of a surprise when MPAA chief Dan Glickman announced March 15 that studio marketing spending, which has risen unchecked in recent years, dropped 12% in 2004 to $34.4 million per picture. Marketing execs were stupefied. “I don’t know how they get those numbers,” said one. “They’re meaningless,” said another. But a quick survey of the ad market offers a few easy explanations:
- Foremost among them is a drop in spot TV buys; studios bought 2.4% fewer last year.
- Cuts in newspaper, magazine, radio and outdoor marketing. Print ads dropped 1.1%, as studios invested more heavily in visceral ad vehicles like trailers and Internet ads.