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"I thought we were all pretty unified in feeling -- after we received mixed reviews, some raves and some not good reviews -- to let word of mouth build," said Elizabeth Williams, who also produced "The Real Thing" and "A Moon for the Misbegotten" last season.
"We felt we had the reviews and the long runway after the movie opened to let the word of mouth build," David Glasser, TWC's chief operating officer, told The Times.
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We never were a traditional advertiser, and our marketing dollars were typically spent in the store, because our baristas and word of mouth built that brand.
In A Little Life's case, word of mouth built over months, sending the book surging into the public consciousness and onto the bestseller lists.
Westermann, wearing a battered straw hat and loose overalls, a cigar ever in his mouth, built much of the house himself.
Word of mouth built a steady business that now requires 250 pigs a year and supports three branches of the family.
Instead, he has a mouth built for crushing shellfish and molluscs - and he is harmless to people.
"The brand has been built by word of mouth," she adds, "and this is very much part of our word-of-mouth build".
At regional and amateur theaters, however, things work differently: the only runs are short ones, so word-of-mouth builds more quickly.
Audience — habitual, fervent, powered by word-of-mouth — builds value and drives all other successes: Ad dollars, box office sales, subscriptions, downloads, etc.
The studio's expectation is that as word-of-mouth builds (Paramount is installing Web cameras in theaters so fans can record their impressions), people who haven't seen the film will use the (eventful.com/demand) to request that Paramount book the movie into their towns.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com