2 January 2003
Media advertising strategy is one of the most important decisions in film distribution. For the films analysed in this study , the average measured spend on advertising was equal to 14% of gross box office receipts or 42% of distributors’ rental income (gross box office less VAT and exhibitors’ take). By understanding how the returns to this expenditure vary according to the level of outlay, the media mix and the type of film, distributors and funding agencies are potentially better placed to make best use of resources available to support cinema releases in the UK.
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