Fox's New Star: The Internet

The studio uses it to cut costs and pick sales strategies

It's the stuff of a movie mogul's dreams. You're about to release a new flick but you're not sure which theaters will give you the most mileage for your marketing buck. How, for example, will it play in Peoria? So you dip into your company's computerized database, which is constantly updated with new information on how movies are faring in specific theaters around the country. In a flash, you can analyze which spots have rung up the most box-office receipts with similar films in the past. You can even get an idea which crowds prefer Wesley Snipes, say, over Nicolas Cage. Right away, you know where to pump the most ad dollars and where to save yourself the cost and bother. Wham! Bam! Just like that.

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