Marketing 'This Is It'

'Time' magazine dissects Sony's marketing strategy for the Michael Jackson documentary 'This Is It,' including the fact that the film is only available in theaters for a limited run and the fact that no critics have seen the film.

Time magazine dissects Sony's marketing strategy for the Michael Jackson documentary This Is It, including the fact that the film is only available in theaters for a limited run and the fact that no critics have seen the film. Time reports:
"This is a testament not only to Jackson's worldwide appeal and the outpouring of grief around his death but also to the marketing of this movie, which has been straight out of a business-school demo," says Steven Gaydos, executive editor of Variety. Sony spokesman Steve Elzer says the many features of the movie's release have created a "unique cinematic event."

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