Studios still beholden to TV spend

As the season for summer blockbusters approaches, movie studios find themselves wedded to similar "blockbuster" marketing spends that rely heavily on TV advertising, the

As the season for summer blockbusters approaches, movie studios find themselves wedded to similar "blockbuster" marketing spends that rely heavily on TV advertising, the Los Angeles Times reports.
Despite a sharp decline in consumer spending and DVD sales that have long been the underpinning of the movie business, the studios are about to embark upon the costliest summer for movie marketing campaigns they have ever pursued. A dozen big-budget pictures are set to crowd into theaters over the short 16-week popcorn movie season, many with worldwide marketing budgets that will top $100 million each.

And much of that budget is going to pricey TV ads, say the executives. Jeff Blake, Sony's worldwide marketing and distribution chief, told the paper: "Television is still the No. 1 medium to sell our product," and added that although the Internet "is a rising medium," it "doesn't yet have the reach of TV."

Might the PR industry have something to say?

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