"It's a pretty exciting and very fast way to connect with our audience at a very significant level," Ms. Globe said. "It's unlike a TV spot, which does have tremendous value to hit a lot folks at one time, but then it's gone. With a social opportunity like Zynga, you really have the chance to be there a little bit longer with your fans." (Full Text)
It stands out that in the current environment, marketing just through television or movie theatre spots doesn't work even for a company in the movie business.
Of course, Globe also points out that you have to know your audience. DreamWorks deals primarily in animated movies, and they need to find ways to attract not only children, but also the parents of children. Facebook, youtube, and blogs are a way of doing that. Marketing strategy only works as long as you know who you are selling to.
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