With so much money invested in their most promising projects, Hollywood executives will understandably do everything in their power to make their products a success in the marketplace. Therefore, the most expensive films often also get the highest marketing budgets,… — Anita Elberse Copy Share Image
Media companies' hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters. — Anita Elberse Copy Share Image
Most large media firms make outsized investments to acquire and market a small number of titles with strong hit potential, and bank on their… — Anita Elberse Copy Share Image
Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber… — Anita Elberse Copy Share Image
In investing, we intuitively think we should make a number of small bets. A blockbuster strategy is the opposite. It means making fewer huge… — Anita Elberse Copy Share Image
The average movie-goer in this country sees six films in a year. That's one every two months. What the studios are trying to do… — Anita Elberse Copy Share Image
For the first case I did with Octone, 360 deals were not at all being talked about. And then for the follow-up case, it… — Anita Elberse Copy Share Image
What you get when you put all your resources behind a product, is you get everyone to join in. — Anita Elberse Copy Share Image
I spend way too much time watching television, going to sports games, going to movies. It struck me that there's an awful lot of… — Anita Elberse Copy Share Image
The entertainment business remains a business of blockbusters, and increasingly so. — Anita Elberse Copy Share Image
When a publisher spends an inordinate amount on an acquisition, it will do everything in its power to make that project a market success. — Anita Elberse Copy Share Image
If anything, the impact of digital technology is creating bigger brands and bigger superstars. — Anita Elberse Copy Share Image
If you are the record label who owns Lady Gaga, and you have a new artist coming up, you can say, 'Let's have the… — Anita Elberse Copy Share Image
One problem with relying on existing concepts is that it could stifle innovation, weakening the film sector over time. — Anita Elberse Copy Share Image
