News
Ad spending restrained for Oscar leaders
By Robert Marich
March 8, 2009 – How can you tell the group of films up for Best Picture Oscar represented an indie-fest? According to Nielsen data, the five nominees combined received a measley $64.3 milion in U.S. advertising support through the end of February.
Considering that a big film will hit $25 million in ad spend at minimum, the puny $13 million per film shows the distributors see them as niche films. Ad spending was scaled down to match niche film revenue.
These films will get a bit more of ad spend, but only Fox Searchlight’s Slumdog Millionaire has big days ahead. Paramount’s The Curious Case of Benjamin Button, which reportedly cost $150 million to make, is a certified blockbuster and is finishing its domestic theatrical run.
According to a eMarketer analysis of Nielsen data, Benjamin Button received $31 million in measured ad spend. The Reader, which is a $32 million production distributed by Weinstein Co., rolled up just $4.6 million in domestic advertising spending.
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