TV spots not packing theaters, film marketers say

08/19/2005 | Wall Street Journal, The

Movie marketers still devote the bulk of their promotional budgets to TV ads designed to lure audiences for blockbuster opening weekends. However, this summer's disappointing box office receipts suggest that this strategy may have outlived its effectiveness and that the Internet may be a more economical way to generate positive word of mouth for a movie.

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