• by Wayne Friedman , Staff Writer, June 14, 2011

A couple of years ago, a TV network marketing executive lamented to a reporter about all the fuss that goes into currying the favor of TV critics at the twice-a-year cushy TV Critics Tour presentations: "We feed them. We entertain them. And then they all rip into our shows. Does this make sense?"

Well, no. But that's the nature of entertainment marketing and publicity. You win some, you lose some. Of course, TV has a poor success rate to consider. So the networks in the end have themselves to blame.

Movie studios deal with similar situations at big events where grabbing word-of-mouth buzz is important. In recent years, the studios have added July's Comic-Con to their event list. At Comic-Con, professionals, not-so-professionals, and regular energetic fans mix it up in a setting for new, wide-opening theatrical releases.

Well, it seems that this year, some studios are backing off from their willingness to throw many titles into these uncharted waters. Why? The New York Times says it's because more negative than positive may come from it.

The studios' emphasis on Comic-Con in recent years resulted from a converging of easily accessible digital platforms and the common fan. Studios pushed to recruit "influential fans" and "everyday evangelists" whose opinion was valued in convincing on-the-fence movie-goers.

Not surprisingly, a movie can get quick positive buzz from such an environment. But on the flip side, there can be even faster negative reaction for perceived stinkers.

TV networks also play at Comic-Con, especially for upcoming fall premieres. With their own on-air marketing efforts losing steam, the networks have increasingly been counting on events like Comic-Con. But TV shows aren't immune to deadly snubs by the Comic-Con faithful. At issue is the old marketing line: There is no bad press. Maybe Comic-Con is just about divvying up marketing resources -- including talent availability and witty remarks for parched fans and hanger-ons.

In an entertainment glutted world, where stuff can get pushed aside quicker than ever, perhaps a certain level and quality of marketing and resulting press coverage -- bad or otherwise -- needs to be achieved to make a go of it.

If many TV shows and movies suck this season, and head for the drains, one can only hope the big whoosh is loud and in pure digital fidelity.