Social and mobile hits the mark for Sony Pictures
"We are … changing the way we think about buying advertising," Josh Greenstein, President/Worldwide Marketing & Distribution at Sony Pictures, revealed at CES 2017, an event held by the Consumer Technology Association (CTA) in Las Vegas.
"We are very mobile-focused."
This transition can be measured, in part, in budgetary terms: Around 18 months ago, the movie studio typically allocated between 10% and 12% of a given film's marketing spend to digital. For many of its latest - and, indeed, most successful - offerings, that total is now closer...