Mission: Matching marketers with appropriate entertainment for promotions. If you only offer one type of entertainment, you're limiting clients' options.
Forecast: Mall tours are hot. People crave connection, information, authenticity.
Opinion: The economic downturn is hurting big, boring marketers. Niche marketers and risk-takers stand to gain the most right now.
Insight: Like the "Blair Witch Project," the fever over the "Harry Potter" film, without marketing overkill, proves that inspiring curiosity is far more powerful than hype.
Edge: Strategic partnerships. Revolution has teamed with Birmingham, Mich.-based Aspen Events and other providers to coordinate mobile marketing and concerts.
Watch for: Mommy Madness, a nationwide mall tour targeting new parents next year; the arrival in 2003 of Kids City, a "theme park" inside a major mall.