Feature: New book ‘Opening Weekend’ provides insider perspective on film marketing

Although the film industry can be quite lucrative, there are a lot of moving parts to how a film gets to be a “success” or “flop.” As it relates to building up hype for a movie, marketing teams play a huge role in growing excitement and finding ways to resonate with general audiences. A new book, Opening Weekend: An Insider's Look at Marketing Hollywood's Hits and Flops, by longtime film marketing executive Jim Fredrick. Frederick’s career in the business has included working on the marketing team for films like Eyes Wide Shut, The Shawshank Redemption, and even the Harry Potter film franchise. So for this week’s feature, we’ll talk to Frederick about Opening Weekend and get an insider’s understanding of how marketing works within the film industry.

Jim Fredrick, studio marketing executive, and Chapman University film professor; he’s also the author of the new book Opening Weekend: An Insider's Look at Marketing Hollywood's Hits and Flops