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Steady Marketing for Seabiscuit (New York Times)

  • , Monday, July 28, 2003 12 AM
Through Sunday afternoon, box-office estimates of $21.5 million in ticket sales placed "Seabiscuit" in the top 5 for its opening weekend. But the question is whether "Seabiscuit" will live up to its carefully calibrated $35 million marketing plan, which was created not for an opening-weekend throng, but for a steady stream of moviegoers in the coming weeks.

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