Studios heavily marketing summer films

A number of Hollywood studios are sparing no expense to market those films they expect to be summer blockbusters, studio executives say.

One unidentified studio executive said with 25 potential blockbusters expected to be released this summer, Hollywood executives are spending as much as they can to get an edge on the competition, Variety said.

"You'd better do something good to stand out," the anonymous executive said.

Some reports have estimated worldwide marketing costs for a major 2008 summer film could cost studios as much as $150 million.

Crew Creative Advertising President Damon Wolf told Variety such inflated costs are due in part to new marketing tools such as Web sites, blogs and mobile games.

Read the entire article here.