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Palm Springs, Calif.—From a movie-making business standpoint, Hustlers was an underdog.
“Going to a movie has become more difficult,” said Amy Elkins, president of media & marketing innovation, STX Entertainment. “The theatrical marketplace has been flooded by franchised entertainment.”
Inspired by a true story, the movie featured more real women with multifaceted personalities, which didn’t have a ton of precedence on the big screen. For Elkins, it would be hard to market with less under the traditional “spray and pray” model, and reach for more awareness.