The transformation of Hollywood marketing from “big” to “surgical”

Paramount Home Media Distribution, a unit of Paramount Pictures, has been required to adapt as the contours of movie marketing change.

Dina Marovich, svp/worldwide media and interactive marketing at Paramount Home Media Distribution, admits she’s faced a “perfect storm” of movie marketing challenges.

Dina Marovich, svp/worldwide media and interactive marketing, Paramount

Think Hollywood and you think big: Big movies, big budgets, and big, big marketing programs.

“The Meg”, “Mission Impossible – Fallout”, or Disney’s “Christopher Robin” all came to movie houses this year with just that kind of support.

But “Hollywood” is no longer a collection of big-studio blockbusters. Yes, theaters drive commerce, but so do Blu-rays, DVDs and digital viewing across the likes of Netflix, iTunes, Amazon Prime, and Google...

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