Martin Grove writes about the news last week of marketing costs for movies going down and does not see this as a positive thing at all.
His main point is that by lowering marketing costs studios are effectivly guarenteeing themselves lower domestic box-office returns and putting more of their eggs in the baskets of international box-office and DVD grosses.
It’s an interesting read. I think I took a more glass-is-half-full approach when I wrote about this last week. There are too many choice quotes for me to pick out just one so click over and check it out.