The studios are changing where they are spending their marketing budget and an ever increasing amount of money is going towards online marketing, with 8-12% being spent on new media now. Also on the increase is mobile marketing, with the main loser being newpaper ads following Transformers 2 having spent virtually nothing on newspaper advertising and still taking enormous amounts at the box office.
For full details, with some great examples of movies' marketing budgets and allocations read the article below:
http://www.variety.com/article/VR1118013209.html
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