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This article examines why production companies in Hollywood are upending their advertising spending. As more dollars flow from traditional media to web, video on demand and wireless platforms, News Corp.'s 20th Century Fox has thrown its $1 billion media business up for grabs as it consolidates most of its worldwide account at a single global agency. Lions Gate Entertainment, one of the few remaining independents, is searching for a new shop for its $130 million account after working with Palisades Media Group for seven years. And MGM, trying to make a comeback, hired Palisades for its $90 million account in March only to abruptly switch to RPA this summer, according to executives familiar with the matter.

This article focuses on the decision of advertising agencies in Los Angeles, California to join the entertainment marketing business. Both lucre and glamour are attracting agencies to entertainment marketing, a 24-hour-a-day world producing posters, standees--stand-up posters found in movie theaters--and television spots. Entertainment advertising shops measure size in terms of income from projects rather than on media billings. Moreover, the shops have no agency of record status and often simultaneously work for competing films. The focus on movie trailers, another form of advertising campaign, also offers creatives expertise in related fields such as movie editing.

Presents a description of Kovel Kresser & Partners' virtual office located in Venice, California. Use of symbiotic workplaces; Open cubicles; Gathering places; Comments.

Presents news briefs on the U.S. advertising industry as of February 1995. Company hired by E&J Gallo Winery in Modesto, California to produce advertising for its higher-priced varietal line of wine; Difficulty faced by the city of Los Angeles, California in covering the costs of the trial of celebrity O. J. Simpson; Controversy surrounding the marketing plans of Major League Baseball.