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

The entertainment business remains a business of blockbusters, and increasingly so.

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.

The truth is, the 'Fortune' 500 prefer lobbying to campaigning.

For the first case I did with Octone, 360 deals were not at all being talked about. And then for the follow-up case, it was the focus. I wanted to see how things were changing and what the new challenges were.

When a publisher spends an inordinate amount on an acquisition, it will do everything in its power to make that project a market success.