The Motion Picture Association of America says that it now costs on an average $60 million to make a movie and another $36.2 million to market it.
To conduct those campaigns, studios often hire specialized companies to create previews, ads for TV, Internet sites and billboards, and packaging for DVDs.
And sometimes the biggest talent works on the posters, trailers and slogans that lure moviegoers into theaters with images and tag lines more memorable than the films they promote.
Overall marketing movies is a huge costly business as studios spend $3.5 billion a year to advertise and promote their films.
The trailers and come-ons are called "Key Art" and are having their 35th annual event hosted Friday night. "It is usually a freewheeling, irreverent production where presenters often use coarse language and short parody films skewer the industry."
But as Adam Fogelson, president of marketing at Universal Pictures said "It does take real genuine artistry to create great advertising materials, but you always have to look at them with the additional filter of will they sell tickets to the movie?"
That's the whole, overall problem that Hollywood faces in its immediate future.
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