Still, fox executives were convinced the film was going to be a

business process? In other words, what if everything we know to be true about marketing is actually what is holding us back? What if all we know about marketing is actually what's holding us back, asks @joepulizzi. Click to tweet the day hollywood changed let's try to make this more tangible with an example from a popular movie. American graffiti, even today, is one of the highest-grossing films of all time. The film earned over us$140 million at the box office; it was made on a budget of less than $1 million.

After the success of graffiti, director george lucas was in demand and he started pitching his next adventure, a sci-fi movie called “star wars,” to hollywood studios. At the time, hollywood was seeing a number of sci-fi flops and the industry didn't see whatsapp number list star wars as a bankable concept. Eventually, 20th century fox decided to take a chance on the film. Still, fox executives were convinced the film was going to be a flop and decided to let lucas pass an additional $500,000 director's fee in exchange for full licensing and merchandising rights. The studio thought they saved half a million dollars without inconvenience. From 1977 to 2015 (prior to disney's release of star wars: the force awakens),

star wars movies generated just over $5 billion in ticket sales. During this same period, merchandising sales reached $12 billion. That's right… 20th century fox sold the merchandising rights to george lucas for pennies and lost the vast majority of the franchise's revenue. They believed, like most hollywood insiders at the time, that you made money from movies through ticket sales. Period. George lucas saw business in a totally different way and changed the industry forever. Is it possible that the majority of ceos and cmos look at marketing based on their own limited credentials (what they believe to be true