Media Agencies: Film Forum

Where the media dollars go, plus the buzz on Hollywood’s ad spending Hollywood keeps showing us the money, so how could we resist?

Movie marketers spent more than $2.19 billion on media advertising through November of last year, up a solid 19 percent from the same period during the previous year, according to Competitive Media Reporting.

Warner Bros. led the pack, with a generous $263.5 million, an increase of 13.3 percent. Disney’s Buena Vista injected an estimated $227.7 million, a whopping 77.8 percent more than in 1995.

Times are changing in the movie industry. Nowadays, as evidenced of the extraordinary showing by independent studios at last month’s Oscars, major studios are under more pressure than ever.

That pressure is seen not only creatively but at the media level, where smart buys are at a premium. In the last month alone, two companies have begun the media-review process: MGM, whose billings last year reached $100 million, and DreamWorks SKG, the 2-year-old start-up launched by Jeffrey Katzenberg and Steven Spielberg. –Cristina Merrill

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