Universal's Neil: Original videos, word of mouth key for online promotion | PBS

Movie marketers are poised to see a significant boost to their online marketing budgets, according to eMarketer, which predicts studios will spend $2.7 billion by 2013 in online advertising. That's more than double the $1.2 billion spent this year.

Digital LA, a networking organization for online entertainment, marketing, advertising and tech professionals in Los Angeles, hosted a "Movie Marketing: Online, Social, Mobile" panel on September 29 that featured several studio executives. In attendance were Doug Neil, senior vice president of digital marketing at Universal Pictures; Damon Berger, director of digital marketing for 20th Century Fox; Mark Levien, executive director of domestic digital marketing for 20th Century Fox; and Kate Neligan, director of on-demand and digital marketing at Lionsgate...