Mumbai: As per the report "Digital Movie Marketing: A Convergence of Content, Devices and Services" online film marketing is expanding in scope and sophistication.

In 2007, studios of the Motion Picture Association of America (MPAA), and their subsidiaries, spent $754 million advertising films online. By 2012 that figure will increase to $2.4 billion. The Digital Movie Marketing report analyzes the forces driving the fast growth curve of online film advertising.

Today, virtually every film marketing campaign leverages both traditional and new media channels, with applications such as social network profiles, widgets and recommendation engines becoming an integral part of the mix.

However, despite the projected increases in online advertising spending, with box office attendance and DVD sales remaining flat, the film industry faces serious challenges in content delivery.

Studios need to apply the lessons learned, confront their fears of cannibalization which in the past have been misguided and embrace new technology.