Feature producers put bigger bucks into building a back-end boom
As the laws of brand development continue to evolve, one new rule of thumb that is gaining weight in the entertainment industry at large is that the more money spent on promoting back-end releases, the longer a hit property's momentum can be sustained. This shift in thinking is giving rise to 'biggest-ever' and 'unprecedented' DVD/video marketing campaigns that rival those of the initial theatrical release in both market scope and partner depth.
September 1, 2002
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