"We'll expect more traffic flow overall in movie names," said Marissa Mayer, Google's director of consumer Web products. She said increased inventory will increase bidding. "We're basically creating a new market for AdWords."
If entertainment marketers do decide to up their bidding, it may be a defensive -- rather than an offensive -- move. One agency exec with concerns is Ian Schafer, president of Deep Focus, whose clients include MGM and Moviefone. Schafer noted the movie search results push organic listings further down the page. These listings include official movie sites, which he believes are often what searchers are after anyway.