Anita Elberse

“Think about trailers you see in theaters. If you're seeing a Warner Bros film, the studio might have three of the five trailers. So having a hit helps you create the next hit.”

“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.”

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