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Avatar Era Raises Stakes for Movie Marketing

By T.L. Stanley

To launch a game-changing movie like James Cameron’s Avatar, executives at 20th Century Fox knew they needed a good marketing game plan.
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Top Brands by Category:
Brand Agency Media Spend % Change Revenues (millions) % Change
1. Warner Bros. MediaCom, N.Y. $530.9 27.8 $2,106 -16
2. Disney Starcom, Chicago $359.5 19.3 $1,229 17.6
3. Universal OMD, N.Y. $355.5 -27 $867.2 -17.8
4. Fox Zenith, N.Y. $264.1 -34 $856 37.4
5. Sony Universal McCann, N.Y. $236.6 -3 $240.6 15
PREV CATEGORY NEXT CATEGORY Sources: Box Office Mojo (sales), Nielsen Co.(media)

Superbrands from Brandweek- The Entertainment Marketing Resource

Each week, Brandweek Magazine features sports marketing articles that detail exactly what's hot and effective in the sports and entertainment marketing sector. Our experts offer introspective entertainment marketing analysis in addition to our Superbrands special report which ranks the strongest entertainment brands of the year.