Bob Burney, president of Newmarket Films, have to decide on the distribution and marketing strategy for the new Mel Gibson's controversial film The Passion of the Christ. Fueled by Gibson's star power, as well as a broad campaign of Alvin and the Christian leaders and others represent the probability of the target audience in the summer of 2003, began to create a religious film advertising in the media. Five months before the scheduled opening of the film February 25, 2004, Bernie has to choose whether to continue with Alvin and the campaign to stimulate further word-of-mouth among key audiences or go to the main advertising media campaigns are more widely used to promote new movies. He also needs to determine the appropriate distribution strategy, particularly on how to choose a wide or limited release and whether to change the timing of the release. "Hide
by John A. Quelch, Anita Elberse, Anna Harrington Source: Harvard Business School 17 pages. Publication Date: September 1, 2004. Prod. #: 505025-PDF-ENG
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