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Wednesday, January 06, 2010

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I believe that multi-vending will end when studio execs start taking a stand. Until then, every focus group, director, producer, studio bigwig, and producer boy/girl toy will have a say. And studio execs will continue to do what they do best, i.e., react to crises by blaming others, spending more and continuing to add to the dumbing down of motion picture marketing. But that's just my opinion.

Isn't "dumbing down" the whole point of motion picture marketing in the first place?

Judging by some of the comments on this blog, I'd say most of the creatives working in this business have to dumb UP to reach the lowest common denominator.

If Studios really focused and spent less on trailers by cutting with a single vendor, there would be many more of us looking for a new career. Don't criticize the studios, support them by encouraging the endless search for the perfect poster, trailer or T.V. spot. Every time I hear someone complain on this sight about this business, remember it is a business. In order for a business to stay in business it must have something to do to make money, such as cut multiple trailers or rip off Polish art and pass it off as a movie poster.

Hey! I don't come here to be insulted!
Oh wait, may be I do.

Why is this being reported and reacted to like it's something new? Many studios have been seriously cutting back on multi-vending over the past year or so - asking for flat deals - or at least moderating their budgets as never before. It's dramatically different than it was a few years ago. Of course, there are always random exceptions, but I know quite a few trailer company owners and not a single one of them is thinking of this as "the good old days." This was a hot news item when Viacom, GE, etc's stocks tanked in late 08.

Muti-vending used to be fairly rare and only done on the really huge tent pole releases, if at all. And there were only a handful of agencies. But then all the studio execs turned into invertebrates, twisting in the wind with every slight breeze. Covering their asses with more and more comps and cuts and versions of versions. And "agencies" sprouted like mushrooms. How many are now listed on IMP? 60? 80? How many studio releases are there in a given year? We'd all better pray they don't grow a spine because then we'll be back down to 8 agencies and there's going to be a bloodbath.

Who needs studios when there are clients like this?
http://adage.com/agencynews/article?article_id=141370

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