The industry in Hollywood adopted the idea of making the whole process explicitly integrated over a decade ago. Professional marketers are involved in every step of the entire filmmaking process-they work on the selling points of the film, the creation and production of merchandise, and setting up media coverage for the film. By doing this, they develop more effective packaging for the movie and help it better reach its target audience.
電影產業從上游製作到下游行銷，環環相扣，美國好萊塢影業早在十年前就採行「產銷一體」的概念，從編寫劇本階段就納入行銷企劃專才，劇情中加入賣點、週邊產品的造型與製造、綿密的新聞造勢等，務求透過有效的行銷包裝，觸及目標觀眾群。