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For the Movie Biz, the Plot Thickens

By T.L. Stanley

It appears that Hollywood's riding high, coming off a record-setting year at the box office, won largely on the broad backs of threequels, tentpoles and franchises that racked up $9.62 billion in the U.S. in 2007. After a sleepy start to '08, Iron Man jetted onto the scene, to the tune of a stunning $100 million-plus opening weekend.
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  ENTERTAINMENT
  1. Paramount / Viacom Mediaedge:cia / New York, NY 1,494.10 273.20 7.3 79 7.19 63.6  
  2. Warner Bros / Time Warner MediaCom / New York, NY 1,420.00 608.3 6.72 79 6.97 61.0  
  3. Walt Disney Studios Starcom / Chicago, IL 1,359.90 390.7 7.67 94 6.99 66.9  
  4. Sony Pictures / Sony Universal McCann / New York, NY 1,244.10 138.4 7.1 64 7.15 61.6  
  5. Universal / NBC Universal OMD / New York, NY 1,098.70 452.4 7.71 74 7.23 66.2  
  6. 20th Century Fox Zenith / New York, NY 1,012.2 284.7 7.41 84 7.51 66.7  
  7. New Line / Time Warner Carat / New York, NY 488.4 222 7.46 44 6.72 61.4  
  8. Lionsgate / Lionsgate Initiatvie / New York, NY 368.1 152.1 7.29 43 7.43 62.7  
  9. MGM Studios / Sony RPA / Santa Monica, CA 363.1 92.2 7.04 73 6.72 59.7  
  10. Fox Searchlight Palisades Media / Santa Monica, CA 136.3 57.8 N/A N/A N/A N/A  
PREV CATEGORY NEXT CATEGORY Sources: Box Office Mojo/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Walt Disney Studios: EquiTrend data represents all of Disney's holdings.

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.
Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.
Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

Superbrands from Brandweek- The Entertainment Marketing Resource

Each week, Brandweek Magazine features sports marketing articles that detail exactly what's hot and effective in the sports and entertainment marketing sector. Our experts offer introspective entertainment marketing analysis in addition to our Superbrands special report which ranks the strongest entertainment brands of the year.
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