23 Quotes by Anita Elberse

Media companies' hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters.

One problem with relying on existing concepts is that it could stifle innovation, weakening the film sector over time.

No one disputes that online businesses offer much more variety than their analog counterparts.

Because they are inherently social, people find value in reading the same books and watching the same movies that others do.

If anything, the impact of digital technology is creating bigger brands and bigger superstars.

What you get when you put all your resources behind a product, is you get everyone to join in.

Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber and his manager Scooter Braun are investing in a number of different companies and also promoting them in many ways.

Most large media firms make outsized investments to acquire and market a small number of titles with strong hit potential, and bank on their sales to make up for middling performance in the rest of their catalogs.

Most of my colleagues have research awards on the shelf. I have party invites.