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Hollywood's marketing wars are fiercer than ever thanks to the proliferation of content. Movie studios still wage the richest campaigns — think $150 million or more for a tentpole — but television networks are stepping up their efforts to combat the likes of Netflix and Hulu, whose on-the-ground stunt for The Handmaid's Tale made global headlines. Warner Bros.' marketing machine, led by Sue Kroll, made a huge comeback in 2017 with Dunkirk and the horror blockbuster It. In regard to budgets, more is being spent on digital, but television ads remain a necessary evil. "Budgets have shifted to new platforms," says Universal's Josh Goldstine, "but money is never a substitute for good ideas." Here are Hollywood's marketing executives of the year.
This story first appeared in the Nov. 20 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.
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