Next-generation marketing in the $500 billion global entertainment marketplace.

• Marketing every form of entertainment: film to print, music to travel, electronic games to theme parks
• Spinoffs, licensing, and beyond: creating properties that keep on paying
• Cutting through the 3,000 marketing messages your customer will see today
• The real effects of new technology: from piracy to e-books, TiVo to digital overlays
• Print after the Web: next-generation marketing for books, newspapers, and magazines
• The independents: new studios, new networks, new players, new media

There\'s still no business like show business: only show business is more gigantic, more fast-paced, more fickle, and more insanely competitive than ever before. Entertainment marketing is like no other form of marketing. Before you can begin to sell a product, you must sell an experience. The budgets are huge: so are the burn rates. The planning takes years: the results can be known overnight. The successes are colossal: so are the failures.

Top entertainment industry consultants Al Lieberman and Pat Esgate have brought together the first complete primer on entertainment marketing in the 21st century. They offer a smart, up-to-the-minute overview of today\'s radically new global entertainment marketplace, then show you how exactly how to identify, target, and reach your market-whatever, whoever, and wherever it may be.