• The New York Times, Monday, May 21, 2007 11:15 AM

Studios have been quietly trimming the premiere budgets for movies, sometimes giving filmmakers cash for a private dinner, or even forgoing the party. "A party is not going to sell movie tickets," says Rob Moore, president for worldwide marketing, distribution and operations at Paramount.

The Hollywood party may have reached a zenith in 2001 with the Walt Disney Company's $5 million event for "Pearl Harbor," when Disney entertained 2,000 guests in Hawaii aboard the flight deck of an aircraft carrier. Last year, the average price for a major studio film increased 3.4%, to $65.8 million. By contrast, average marketing costs--which hit their peak in 2003--declined 4.4% to $34.5 million.

Marketing departments have gotten creative in securing outside sponsors to finance parties. Last year, The Wall Street Journal teamed with Van Cleef & Arpels to sponsor the New York Film Festival premiere of "Marie Antoinette." The Los Angeles premiere of "Dreamgirls" was sponsored by Cadillac.

Read the whole story at The New York Times »