As Lewis points out, the studio films of the 1980s and 1990s were put together as packages based more on profit than artistry, while the marketing and promotion resembled that of a political campaign, with as much as one-third of the budget going to advertising costs (2008, p. 399). Today, however, with no norm being the norm, especially in the realms of financing and marketing, films are advertised and distributed individually--sometimes based on the target audience or projected success of the film--in arrangements worked out by the studios, producers, and
As Lewis points out, the studio films of the 1980s and 1990s were put together as packages based more on profit than artistry, while the marketing and promotion resembled that of a political campaign, with as much as one-third of the budget going to advertising costs (2008, p. 399). Today, however, with no norm being the norm, especially in the realms of financing and marketing, films are advertised and distributed individually--sometimes based on the target audience or projected success of the film--in arrangements worked out by the studios, producers, and