H'WOOD'S NEW WORLD ORDER. (cover story)

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    • Subject Terms:
      MOTION picture marketing; EXPORT marketing; MARKETING strategy; ISLAND, The (Film); MOTION picture industry
    • Abstract:
      This article focuses on the effort by motion picture industry executives to change their international marketing strategy, after films like "The Island" was dismissed by Americans but racked up $22 million in South Korea in 2005. The majors are beginning to abandon the notion that what works in the U.S. will work internationally, and vice versa. That means they are rethinking their fourth-quarter 2005 campaigns, figuring the one-size-fits-all routine is not going to work anymore.