ABSTRACT
Marketing to Moviegoers focuses on the United States and Canada, which for the purpose of theatrical distribution are considered a single territory called the domestic market. Films almost always open simultaneously in both countries because of the common language (with the exception of French-speaking Quebec province) and because most of Canada’s 32 million population lives along the border, giving that population access to mass media originating from the United States. In particular, United States television channels-with their salvos of movie advertising-are carried by Canadian cable systems along the border.
