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2006

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Marketing

Audience fragmentation

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Too Many Options Dilute Shared Experience, David E. Drew, Hedley Burrell Mar 2006

Too Many Options Dilute Shared Experience, David E. Drew, Hedley Burrell

CGU Faculty Publications and Research

Despite the red carpet glitter of the Oscars, it is no secret that Hollywood has had a far from perfect year at the box office.

And unfortunately for Tinsel Town, its problems go beyond the obvious need for more successful films.

The way we experience both movies and television has evolved. We don't do things together the way we once did. We rent movies and watch them at home rather than going to a local movie theater with family and friends. Box office returns suffer and the centrality of film in our lives is weakened.

The same fragmentation is true …