Hollywood's New Austerity?

An Ongoing Look at How Hollywood's Marketing Machine Is Adapting (or Not) to the Economic Downturn

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Kmart - Transformers

Kmart, BK, Mars Partner With 'Transformers' -- and Each Other

Relationships Include Coupons in Kids Meals, Candy Giveaways

LOS ANGELES (AdAge.com) -- For years, Hollywood studios have gleaned millions in soft marketing dollars from brands seeking a lift from summer blockbusters. And Paramount Pictures, with its June 24 release, "Transformers: Revenge of the Fallen," is no exception. A thicket of brands are aligned with the sequel to "Transformers," including Kmart, Burger King and Mars Snackfoods. But those venerated entertainment-marketing partnerships, much like Transformers, have become "more than meets the eye."

Paul Blart - Nascar

Marketing Lessons From 'Paul Blart: Mall Cop'

How Three Movies Drove a 15% Box-Office Surge and the Strategies Behind Their Success

LOS ANGELES (AdAge.com) -- Box-office revenue is up almost 15%, while movie admissions are up almost 13% year on year. Conventional wisdom holds the multiplex has simply become a cheap alternative for recession-frazzled consumers. But what's really driving this year's box-office surge? Three movies: Sony's "Paul Blart: Mall Cop," Fox's "Taken" and Universal's "Fast and Furious."


Movie Studios, Brands Unite to Stretch Marketing Dollars

Falling Costs of Media Make Possible 'Deeper, More Substantial Deals'

LOS ANGELES (AdAge.com) -- Consumer brands facing shrinking marketing budgets and the weakest economy in decades are more anxious and determined than ever to leverage the movie studios' marketing efforts to their own advantage.


Bailed-out GM Unlikely to Back 'Transformers' Sequel

Paramount May Be on Its Own to Market Movie Starring Chevy Camaro

LOS ANGELES (AdAge.com) -- When Paramount's sequel "Transformers: Revenge of the Fallen" blasts into theaters this July Fourth weekend, General Motors may not be alive in its present form to reap the benefits of what is expected to be another worldwide blockbuster. And wither the movie studio, which often relies on marketing partners such as GM to help sell films during the crowded summer action-movie season?

Movie Studios Look to Take Advantage of Lower Scatter Pricing

Last-Minute Inventory Cheapened by Softer Demand Is Welcome Relief for Budget-Crunched Film Marketers

LOS ANGELES (AdAge.com) -- The screwball economy is starting to affect Hollywood's movie marketers and TV networks in unexpected ways. The happy upshot of the downturn for film studios -- arguably the biggest marketers in the country right now -- is that TV ads purchased at the last minute, known as scatter inventory, are now 30% cheaper than they were a year ago, according to two major media buyers with movie accounts, thanks to softening demand for air time from the nation's less-glitzy advertisers.

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