Lionsgate's hit movie "The Hunger Games" was marketed using a cost-effective social media campaign rather than the expensive broadcast campaigns used by most studios. The blockbuster's box-office success means the strategy is likely to be replicated by other studios, potentially taking a bite out of TV companies' ad revenues. "The paradigm is changing even faster than we thought," Lionsgate CEO Jon Feltheimer says.
Broadcasters fear "Hunger Games" could trigger TV-ad famine
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