Includes bibliographical references (p. 287) and index.

Ch. 1. Creative strategy -- Ch. 2. Market research -- Ch. 3. Paid media advertising -- Ch. 4. Promotional tie-ins/product placement -- Ch. 5. Merchandising -- Ch. 6. Publicity -- Ch. 7. Distribution to theaters -- Ch. 8. Exhibition -- Ch. 9. Major studios -- Ch. 10. Independent distributors -- Ch. 11. Foreign language films -- Ch. 12. Prints & advertising funds.

"Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents is an essential guide to film marketing. As digital technology makes it easier to produce films, the volume of films continues to grow, making it more and more difficult to ensure that each individual film has an audience. This book describes how major studios and independent distributors develop a targeted marketing plan - including creating advertising materials, buying advertising for multimedia campaigns, mounting integrated publicity campaigns, and conducting consumer research - for each film that will inspire confidence in and generate excitement among investors and distributors and enable the film to be seen by the public." "Marketing to Moviegoers will be an invaluable resource for film marketing executives who need to understand theatrical distribution, consumer product marketers that participate in ties-ins with movies, aspiring filmmakers, and students who want to learn about the process from a practical point of view."--BOOK JACKET.