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April 30, 2014 AT 6:06 AM
“Movie studios are spending hundreds of millions of dollars to market movies without the analytics and data to know where to target that marketing and to know it’s working,” says Marc Benioff, CEO of Salesforce. He’s the latest investor in MovieLaLa , a film fan social network that aims to solve this problem by doubling as a data-driven marketing platform for Hollywood. The site plans to offer them exclusive content and opportunities to connect with stars amongst a community of enthusiasts.