Over at Cinematical there have been a couple stories on how this year's poor box office numbers have caused studios to reconsider how much they're spending various advertising buys.

First, Martha Fisher mentioned that advertising in newspapers was beginning to be seen as not cost-effective. The logic the studios seem to be using is that they're trying to reach a young audience and that's not who they think are reading newspapers. If the ads aren't reaching the group they're trying to then why lay out cash for pricey ads, they're wondering.

Then just today I myself pointed readers to this story on how television ads were also being put under the microscope. TV spots run so early and so often that they eventually lead to burn out on the part of the audience. By the time the movie comes out TV viewers aren't feeling anxious or anticipating a new release anymore. Instead, they're almost just hoping the movie comes out soon so the ads will end.