The ‘Arresting Audiences’ summit brought together a highly experienced panel for the session, ‘Following the Money’. Where does it come from and how do you get a greater share?
Producer and session facilitator Sue Maslin introduced the panel with the comment that in the business of marketing drama, it’s like alchemy. No-one knows what will happen until the Monday morning after the opening weekend. The following week, exhibitors and distributors discuss what they should do with the film, with estimates of the box office in hand. People are only ever wise in retrospect. Beforehand, to paraphrase William Goldman, “nobody knows anything.” She half-joked that instead of joining AA, filmmakers should join GA – Gamblers Anonymous.
