ABSTRACT
Programmers/creative executives select what projects they are going to develop or produce based on a number of factors, such as does the project appeal to the target audience? Or does it fi t the network schedule or the studio release time table, as described in a New York Times article by Carol Ames, who wrote Chapter 12 on public relations and ethics? She noted that studios jockey hard to select domestic and international release dates. If they pick a wrong release date, box offi ce results will suffer. She wrote, “A fi lm shown on more than 3,000 screens earns an average of 31.6 percent of its total domestic box offi ce during its fi rst weekend.”1 The studio thus needs to fi nd the right release date, one that also works globally because more and more fi lms open all over the world on the same date. Programmers and creative executives also need to question if other divisions at the network or studio will support a given project, or if the fi nancials make sense, not to mention, if it is any good?
