Putting the Squeeze on Old Media
NYTimes had a little piece on the new economics of studio filmmaking by investing Warner Brothers’ techniques:
A shift has already taken place at major studios: last year, their spending fell for newspaper and television ads in the United States and increased for the Internet and trailers. For Warner’s part, it combined its domestic home video and theatrical media buying - which includes television, radio and newspapers - so it would have the flexibility to adjust marketing campaigns and negotiate better rates. The studio has adopted a similar strategy in Britain and Germany, said Sue Kroll, president of international theatrical marketing.
But perhaps the biggest driver of changes in marketing is the speed at which DVD’s are coming to store shelves. Some DVD’s are now arriving in stores less than four months after a movie hits theaters. Instead of creating two campaigns - one for the theater and another for home video - Warner is considering whether to consolidate its marketing operations under one umbrella.
Seems the studios aren’t quite ready yet to abandon their traditional marketing blitzes but it seems the shift away from traditional media is well underway.
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