Sony executives welcomed the deal but cautioned against expecting an instant recovery in profit because marketing costs were expected to rise once more movies start moving through the pipeline for theatrical releases.
Corporate sponsorship of entertainment is nothing new--radio soap operas and early television shows openly used sponsors' names in their show titles. In this documentary, director Morgan Spurlock explores the more subversive advertising used in films today. Through product placement, props are strategically placed, and paid for, by companies competitively bidding for the best spot. Spurlock is part of the game as he shines a satirical light on the efforts companies undertake to market their products--not just in movies, but in every aspect of our lives.
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A total of 89 new movies have hit the theaters during the period, translating into 20 million screenings and 249 million tickets sold, combined figures from China Film Distribution and Screening Association and Beacon showed.
The highly anticipated upcoming releases include One and Only, which follows the story of a young dancer pursuing his hip-hop dream, and Meg 2: The Trench, the sequel to a successful Sino-US sci-fi coproduction. The two movies are scheduled to be released on July 28 and Aug 4, respectively. 2351a5e196
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