Media companies' hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters. Anita Elberse blockbusterchoicecompany Change image and share on social
Anyone can see that, say, superheroes and vampires perform well at the box office. That in turn can trigger competitive bidding situations and soaring fees for people who can bring these properties to the screen. The result can be a dramatic increase in the costs of production. Anita Elberse bidboxbring share on social
If anything, the impact of digital technology is creating bigger brands and bigger superstars. Anita Elberse bigbrandcreate Change image and share on social
