While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the second edition of his comprehensive guidebook, Marketing to Moviegoers, veteran film and TV journalist Robert Marich plumbs the depths of the strategies and tactics used by studios to market their films to consumers. Packed with real life examples and useful data, this new edition blends practical, up-to-date information with theory to clearly explain all aspects of promoting motion pictures.

Marketing to Moviegoers: A Handbook of Strategies and Tactics takes readers carefully through all of the key components of film marketing. From creative strategy, market research, and advertising to publicity, product placement, and distribution to theaters, Marich's book covers everything film professionals need to know to mount a successful marketing campaign. Each chapter contains a wealth of useful information—including the historical background of the business, sample market research documents and advertising budgets, comments from successful industry insiders, and over thirty-five tables—and offers intriguing insight into the strategies of modern promotion.

Most other film marketing books focus mainly on marketing by independent distributors, but Marich specifically outlines the marketing methods of the six major Hollywood studios, which are notoriously secretive about these methods, while also detailing the marketing plans of the independent and foreign film sectors. In addition, he examines in depth the effectiveness of both new and old media, especially the ways in which the advent of the Internet has both helped and hindered the movie marketing process.

While many books have been written on the business-to-business aspect of film promotion, Marich's volume is one of the few that focuses on the methods used to sell motion pictures to those who truly make or break a film's success—the public.

This essential reference contains detailed examples, more than twenty illustrations, and a comprehensive glossary of marketing terms. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all film professionals and filmmaking students.

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns.

               While many books have been written on the business-to-business aspect of film promotion, Marich’s volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a film—the public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today’s rapidly evolving film industry.

The Tactics of Toleration examines the preconditions and limits of toleration during an age in which Europe was sharply divided along religious lines. During the Age of Religious Wars, refugee communities in borderland towns like the Rhineland city of Wesel were remarkably religiously diverse and culturally heterogeneous places. Examining religious life from the perspective of Calvinists, Lutherans, Mennonites, and Catholics, this book examines how residents dealt with pluralism during an age of deep religious conflict and intolerance. Based on sources that range from theological treatises to financial records and from marriage registries to testimonies before secular and ecclesiastical courts, this project offers new insights into the strategies that ordinary people developed for managing religious pluralism during the Age of Religious Wars.

Historians have tended to emphasize the ways in which people of different faiths created and reinforced religious differences in the generations after the Reformation’s break-up of Christianity, usually in terms of long-term historical narratives associated with modernization, including state building, confessionalization, and the subsequent rise of religious toleration after a century of religious wars. In contrast, Jesse Spohnholz demonstrates that although this was a time when Christians were engaged in a series of brutal religious wars against one another, many were also learning more immediate and short-term strategies to live alongside one another. This book considers these “tactics for toleration” from the vantage point of religious immigrants and their hosts, who learned to coexist despite differences in language, culture, and religion. It demands that scholars reconsider toleration, not only as an intellectual construct that emerged out of the Enlightenment, but also as a dynamic set of short-term and often informal negotiations between ordinary people, regulating the limits of acceptable and unacceptable behavior.