May 24, 2010
LOS ANGELES (AdAge.com) -- From "Paul Blart: Mall Cop" to "2012," Sony's streak of hits were built on original stories, while competitors trotted out sequels and over-hyped star vehicles. If you take a look at the slate promoted by Jeff Blake, chairman of worldwide marketing, and Marc Weinstock, marketing president, you'll find some of the most smartly marketed films of 2009. That slate led to the studio's highest-grossing year in its global history.
May 24, 2010
LOS ANGELES (AdAge.com) -- To become a breakout pop artist among the tween set these days, you need one of two things: a show on either the Disney Channel or Nickelodeon, or lots of mainstream radio airplay. But if you're 16-year-old Justin Bieber, you don't need either of those things -- just a rabid internet fan base.
May 24, 2010
LOS ANGELES (AdAge.com) -- Sure, "Avatar" made more money than any other film in history. But the real surprise blockbuster of 2009 was "The Blind Slide." What helped the movie score big late into 2009 was an unconventional marketing playbook that helped bring different audiences together at the multiplex.
May 24, 2010
NEW YORK (AdAge.com) -- A decade ago, Clear Channel was always fingered as the main culprit for contributing to the homogenization of radio and popular music. So it's more than a little ironic that the same company that strategically limited its own radio stations' databases of new music to play on-air has alternately established itself as one of the biggest breeding grounds for music discovery.
May 24, 2010
YORK, Pa. (AdAge.com) -- Come together -- for a marketing blitz. That's just what the Beatles did on Sept. 9, 2009. That day, written by promoters as 09.09.09, was the launch for the digitally re-mastered original Beatles catalog, and "The Beatles: Rock Band" video game from MTV Networks.
May 24, 2010
NEW YORK (AdAge.com) -- With entertainment part of PepsiCo Beverages Americas big picture, change in approach to marketing pays off for Pepsi, Mtn Dew, Izze as the beverage company sees success with new ways to engage consumers.
May 24, 2010
NEW YORK (AdAge.com) -- Unilever and Mindshare Entertainment are redefining what it means for A-list talent to endorse a product or participate in branded programming while still finding mass audiences for brands.
May 24, 2010
NEW YORK (AdAge.com) -- Last winter, Americans flocked to an unlikely place: the Jersey Shore. The success of "Jersey Shore" was a far cry from where MTV was in the third quarter of 2009: smack-dab in the middle of a ratings slump. The network hadn't seen an up year since the popularity of "The Osbournes" in 2005.
May 24, 2010
NEW YORK (AdAge.com) -- Lorne Michaels isn't an ad man, and, when asked, seems loath to get involved in doing the sort of work to which an ad-agency veteran might immediately give the nod. Yet when Mr. Michaels does choose to take a marketer under his wing, his touch can be better than that of King Midas.
May 24, 2010
LOS ANGELES (AdAge.com) -- A branding strategy to create pop culture -- not only cover it -- takes Comcast Entertainment's E! cable network from the sidelines to the headlines.
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