Sequential film marketing in China: The study of social platforms and their impacts by Yuntsai Chou, Wei Lin

“…Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. …”
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Marketing auteurism: the vanishing industry model behind Pedro Almodóvar’s success in the US by Jennifer Green

“…It can also provide strategic insights for producers, distributors and marketers.…”
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