Hollywood's Christmas Commandment: Thou Shalt Not Undermarket
All right, it's not parting the Red Sea. But for Hollywood marketers, luring folks to an animated film without being able to use burger chains, toys, or even a theme park ride to promote it can be harder than drag racing on the Santa Monica Freeway. And when the subject matter is God, Moses, and the Bible, you can't exactly license the rights to Burning Bush night-lights or Pharaoh dolls. For DreamWorks SKG, that's the challenge of selling its long-awaited The Prince of Egypt. Made for anywhere between $70 million and $90 million--depending on whom you believe--it's one of the highest-priced gambles in a holiday season packed with films for kids and the family.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.