By DAVID BLOOM | Monday February 17, 2014 @ 5:30pm PST
In the days since Jay Leno’s last night hosting The Tonight Show, Jimmy Fallon‘s social-media team has ramped up and dramatically increased The Tonight Show social-media engagement — positioning NBC’s decades-old late night for social-media dominance online even before Fallon debuts this evening as host of The Tonight Show.
DEADLINE HOLLYWOOD By ANITA BUSCH | Wednesday February 5, 2014 @ 10:09am PST
I’ve covered market research, test marketing, advertising, promotions, since the 1980s and every once in a while something comes along to warrant attention. In the early 1990s, it was a little-known company known as Marketcast and a man named Joseph Helfgot who had launched an alternative to the all-powerful (and monopolistic) market research company, NRG. After I introduced Helfgot’s research methodology to Hollywood through a story about Orion Pictures, NRG’s head Joe Farrell called, furious at me. He also called my bosses to try to discredit my reporting. The problem wasn’t the story itself, but that we brought attention to an outsider encroaching on NRG’s territory. But I knew Helfgot was onto something: he was applying positioning studies long used on corporate brands … to movies. And, what’s more, he did it successfully — with Orion Pictures’ Dances With Wolves and The Silence Of the Lambs.