About the book
Despite the glamour and the history of movie marketing, even after investing millions—often more than the budget of the movie itself—studios regularly write off major releases as complete washes. A NEW WAY If that old system is an outgrowth of one hundred years of marketing precedent—designed to fit the needs of twentieth-century corporations—then the new mindset began at the turn of the millennium. By doing one thing, something that often didn’t feel like marketing, a company was able to get access to users that it was then able to convert into customers, clients, or sign-ups. Who can afford to learn that the product isn’t resonating after they’ve spent months planning a campaign?