Hollywood Discovers PR and Finds the Past

The New York Times has a rather odd piece from Sunday discussing how the film industry is cutting back marketing budgets and focusing on public  relations instead. I'm sure there is more to this story, but I'm not interested in debating the merits of paid versus placed media.

I zeroed in on this paragraph:

Disney recently went so far as to develop a computer program to help it determine how much monetary value was coming from such publicity efforts. It can quickly plug in data — “Access Hollywood” had a 30-second interview with a star of “The Middle,” a new ABC comedy — and the program spits out what that same 30 seconds would cost to buy.

Seriously Disney? The minds that come up with some amazing and creative stoytelling looked deep into the marketing analytics and came up with ad equivalency?

Oh KD Paine, please save them.

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3 comments to Hollywood Discovers PR and Finds the Past

  • I’m more curious about the cost of this custom-built computer program; and how that figure relates to the 30-second cost.

  • There are two very funny things about this. Disney decides to take money out of Advertising because it is presumably less effective than PR. Then turns around and measures success by comparing PR to Advertising. Why would they use as a benchmark something that has been show to be ineffectives?
    Secondly, what is even more amazing is that they HAD real revenue metrics a decade ago that tied PR to tickets sales (when they were my client at Delahaye). So why are they now going back to AVE? It’s insane. And now, with social media, they can get so much better engagement metrics that will tell them which tactics are working best. Sell the stock fast!

  • “The only man who behaved sensibly was my tailor; he took my measurement anew every time he saw me, while all the rest went on with their old measurements and expected them to fit me.” — George Bernard Shaw