So-called ad fatigue may have contributed to a disappointing 2005 movie box office, which fell 4.2% from the previous year for a total of $8.8 billion in ticket sales. "We may have tried to turn too many movies into 'events,'" says Russell Schwartz, head of marketing for New Line Cinema. "It was hard for people to see the forest for the trees. I think we did some overhyping on movies that simply didn't deliver what they promised."

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