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As The Polar Express cruised into the top 10 movies of the year at the box office, executives at rival studios marveled…Within the industry, the odds against Polar Express succeeding seemed so long that one executive…made a bet that the movie wouldn’t get past $80 million. But Warner Bros. expects it to reach $170 million and possibly more. “We reached out in our group sales effort to schools, religious organizations and corporate groups,” said Warner Bros’ head of distribution, Dan Fellman.
The Passion of the Christ has stunned even the believers. It’s defied all the practiced way of doing things. It has become a textbook study in both high-profile and below-the-radar marketing.
…Most talked-about movie event in America, in large part because of a marketing strategy… One Hollywood executive at a major studio described it as “a brilliant marketing campaign.”
Gibson has half-jokingly remarked that The Passion may be a career-killer for him. If it is not, if it somehow manages to succeed, it will be in no small measure owing to Paul Lauer’s efforts.
In a marketing campaign built on the lessons of The Passion of the Christ, Narnia has also been skillfully sold to the Christian audience, much of it orchestrated by Motive Entertainment.