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Movie marketers saved their best for last this season, but now they’re worried that the strategy may backfire. Some 13 films are due to be released this month, backed by at least $80 million in ad spending, but with a Thanksgiving weekend box office off 20-25% from last year, the upcoming releases will have to do double duty to bring in holiday box office goals. A lot may rest on some ad strategies designed to bring families to movies otherwise meant for mature audiences.
‘The guard is up because of the Thanksgiving box office,’ said one exhibitor.


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