The long tail in film

From The New Yorker:

Amidst a wonderful look at the film industry and the future of film, there is another glance at the way that business can profit from those towards the end of the tail.

"Ads produce a general awareness of a film, but they don’t necessarily persuade people to go see it. “You don’t need eighty per cent of the entire public to know about your movie,” Rice said. “You need one hundred per cent of those whom the movie is for. If we can reach that audience, we can do this kind of filmmaking profitably.”"