SONY'S LESSONS FOR HOW TO MARKET A SUMMER MOVIE.

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    • Subject Terms:
      SONY Pictures Entertainment Inc. 112923511
    • Abstract:
      The article focuses on marketing management by the motion picture industry firm Sony Pictures. The company's marketing is considered in relation to the strong box office revenues for films it released in the summer of 2010. Marketing executives for Sony attribute their success to a number of factors including concentrating on films with original stories rather than sequels, use of the online social network Facebook and the role of motion picture actors and actresses in marketing the films.