This article focuses on advertising investments made by various companies dealing in promotion of motion pictures in the U.S. in the year 2003. Total studio advertising spending for 2002 amounted to $871million — up 10.3 percent over the previous year. According to research from media buying agency Initiative Media conducted at the height of homeland security scares, 84 percent of Americans were not at all reluctant to go to movie theaters, and about three-quarters of those surveyed said the war was not impacting their plans to spend disposable income on films and other out-of-home entertainment activities.