Over the next couple of months, Hollywood will give movie fans super villains, an alien invasion and a trip to the Dark Side. Studios will bombard TV viewers with commercials for Batman Begins, War of the Worlds and the last of the Star Wars trilogy, Revenge of the Sith in one of the most competitive box-office battles ever. That's great news for media outlets that may learn to depend on entertainment advertising in what is shaping up to be a questionable upfront advertising season. While there are mixed signals in virtually every major advertising category—automotives, pharmaceutical, financial services, and fast food—Hollywood studios continue to be some of the healthiest advertisers and most demanding of premium ad inventory, spending more than $2.7 billion last year.
展开▼
