But as Jaffe noted, even studios with ample budgets have used interactive strategies, as New Line did for Wedding Crashers with its Trailer Crashers game allowing users to insert images of themselves into the movie trailer. "You can be sure that a good percentage of people who saw the movie came across this game online," Jaffe said.
Web advertisements will not eclipse print and broadcast ads anytime soon. But at a time when blanket ad purchases seem ready to decline in tandem with box office receipts, studios may look more and more to the Internet to find audiences.
"It's the opposite of buying a spread in a newspaper or a slew of 30-second slots on TV," Jaffe said. "Studios need to stop trying to reach the most people and focus on reaching the best people."
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