Film studios make a bid for eyeballs - and Oscar
Published on:
15 February 2017
Who’s on Top? – February 6 - 12, 2017
Advertising spend on new creatives airing on national television reached $167 million during the week of February 6. The largest proportion of spend by far was placed during the Grammy awards, which accounted for 21%, or $36 million, of new creative expenditures for the week.
Creative Spotlight
While February can typically be a fairly slow month for movie releases, this week three film studios battled it out to get their movies to the top of viewer’s must-see lists. The studios that ranked in the top five all released new creatives for three movies each. Making the most of the massive promotional opportunity created by the upcoming Oscars also plays a role: one of the promoted movies, La La Land from Lions Gate Pictures, was released all the way back in early December but is a strong favorite for Best Picture this year.
Lions Gate released a series of new creatives throughout the week touting La La Land’s 14 Oscar nominations, as well as awards the film has already received at the Golden Globes and Producers Guild Awards.
The studio spent just over $1 million on promotion of the film during the week, with $0.83 million going towards new creatives. Of the new creative spend, over half (58%) was placed during the Grammy Awards.
VimeoId-204250683
The studio spent just over $1 million on promotion of the film during the week, with $0.83 million going towards new creatives. Of the new creative spend, over half (58%) was placed during the Grammy Awards.
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