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Movie Marketing Veteran Explains Tug-Of-War Over Spending

  • Variety, Tuesday, October 11, 2016 8:06 AM

Dwight Caines, the recently departed president of domestic marking at Sony, says there’s still a tug of war between who controls film-marketing spend at the major studios, but digital marketing is gaining ground. Data is still something studios struggle with interpreting. Those who only count views or streams forget there’s a person on the other side of the data point.

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