Sony spins Web to pitch Spiderman3
An interesting piece in the LA Times on Sony’s web marketing efforts for Spiderman 3:
All the studios have been directing some of their marketing dollars away from traditional media outlets, primarily newspapers and to a lesser extent network television. Spending on Internet advertising rose from negligible amounts in 2002 to around 4% of promotional budgets last year, according to the Motion Picture Assn. of America.
4% may not sound like very much but we have to keep in mind that the estimated marketing budget for Spiderman 3 is $100 Million (so although Sony did not give out how much they spent online, we can estimate it around $4 Million). Hollywood may be very slow about catching on to using the internet but this is following the exact same pattern that Hollywood followed when first using TV advertising. It took nearly 25 years of competition with television before the studios realized that TV was in fact the ideal medium to promote their films. Hopefully this time, they will embrace the internet a little bit faster.
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