Marketing, Distribution and Promotion of Films

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"Introduction
The marketing, distribution, and promotion of films has changed within the last decade as the result of changes in ancillary markets, notably the continuing development of sales to cable and other television outlets and the growth of the home video industry both as a rental market and as a sales market. In addition, there have been changes in the structure of exhibition which has contributed to new methods of distribution and promotion. Costs have also been a factor and are becoming even more so today, and the expense of promoting a film has risen greatly, just as has the average cost of film production. The film business has become more expensive and more risky, but at the same time the potential for high returns has continued as an incentive for producers. Indeed, this potential has itself

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