ABSTRACT
Unlike the market for traditional packaged goods where the goal is often to sustain and grow a household brand over time, the film and television business operates by media blitz to try and create new brands overnight. A movie can become a brand unto itself, and what business other than the film business strives to create a new brand over a weekend? The time, money, and effort expended to create public awareness of a film in its opening weekend is staggering, and has become the front edge of criticism by artists who bemoan the subjugation of art to the beast of box office grosses.
