Harvard Business Review

OCTOBER 11, 2012

Disney's John Carter , which cost close to $275 million to produce, was tagged as a potentially huge, game-changing film. The marketing budget to cement that perception was nearly $100 million, but the opening weekend not only missed financial expectations, it flat-lined.

Film 15

Film Franchising Budgeting Audience 15

Harvard Business Review

OCTOBER 11, 2012

Disney's John Carter , which cost close to $275 million to produce, was tagged as a potentially huge, game-changing film. The marketing budget to cement that perception was nearly $100 million, but the opening weekend not only missed financial expectations, it flat-lined.

Film 15

Film Franchising Budgeting Audience 15

Harvard Business Review

AUGUST 23, 2011

We used to quiz him with focus groups and mall intercepts. In short, it's time for "Cessna" marketing, a look from 12,000 feet at American culture and commerce. Does experience marketing get any more exciting than this? Never mind, he wants Z. But these days, he's not sure. It's not that he won't tell us.

Trends 15

Trends Marketing Brand Film 15

Harvard Business Review

JULY 8, 2013

During this time Reebok and Nike were blood rivals and neck and neck for the number one position in the market. With the Freestyle, Reebok had identified a market that Nike had completely missed — women''s aerobics. We put a sign on the table, "Free T-shirts, One Per Customer," and retreated to a safe distance to film the result.

Company 8

Company Apparel Brand Advertising 8