Do Movie Marketing Budgets Need a Digital Reboot?

Study Reveals a Better Path to Box Office Sales

Neustar MarketShare-engaged by Facebook-evaluated 70 major studio releases across a wide variety of genres, representing $1.8 billion in marketing spend and the majority of wide-release box office sales. Facebook had questions about the widely accepted truth that TV is the preeminent source of marketing revenue for studio releases. They asked us to study the following questions:

  • What type of channel mix most effectively generates incremental box office revenue?
  • What specific role does Facebook play in this mix?

Neustar Marketshare's findings showed that while TV remains a highly impactful movie marketing channel, digital advertising tops TV in some crucial areas of primary importance to movie marketers.

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