<?xml version="1.0"?>
<ownershipDocument>
    <schemaVersion>X0201</schemaVersion>

    <documentType>4/A</documentType><periodOfReport>2003-09-12</periodOfReport><dateOfOriginalSubmission>2003-09-15</dateOfOriginalSubmission>
    <issuer>
        <issuerCik>0000911151</issuerCik>
        <issuerName>EQUITY MARKETING INC</issuerName>
        <issuerTradingSymbol>EMAK</issuerTradingSymbol></issuer><reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001213324</rptOwnerCik>
            <rptOwnerName>OSBORNE ALFRED E JR</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>C/O EQUITY MARKETING, INC.</rptOwnerStreet1>
            <rptOwnerStreet2>6330 SAN VICENTE BLVD.</rptOwnerStreet2>
            <rptOwnerCity>LOS ANGELES</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>90048</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
            <reportingOwnerRelationship>
<isDirector>1</isDirector><isOfficer>0</isOfficer><isTenPercentOwner>0</isTenPercentOwner><isOther>0</isOther></reportingOwnerRelationship></reportingOwner><nonDerivativeTable><nonDerivativeTransaction><securityTitle><value>Common Stock</value></securityTitle><transactionDate><value>2003-09-12</value></transactionDate><transactionCoding><transactionFormType>4</transactionFormType><transactionCode>P</transactionCode><equitySwapInvolved>0</equitySwapInvolved></transactionCoding><transactionAmounts><transactionShares><value>1500</value></transactionShares><transactionPricePerShare><value>14.54</value></transactionPricePerShare><transactionAcquiredDisposedCode><value>A</value></transactionAcquiredDisposedCode></transactionAmounts><postTransactionAmounts><sharesOwnedFollowingTransaction><value>1500</value></sharesOwnedFollowingTransaction></postTransactionAmounts><ownershipNature><directOrIndirectOwnership><value>I</value></directOrIndirectOwnership><natureOfOwnership><value>See footnote </value><footnoteId id="F1"/></natureOfOwnership></ownershipNature></nonDerivativeTransaction><nonDerivativeHolding><securityTitle><value>Common Stock</value></securityTitle><postTransactionAmounts><sharesOwnedFollowingTransaction><value>1000</value></sharesOwnedFollowingTransaction></postTransactionAmounts><ownershipNature><directOrIndirectOwnership><value>D</value></directOrIndirectOwnership><natureOfOwnership><value/></natureOfOwnership></ownershipNature></nonDerivativeHolding></nonDerivativeTable><footnotes><footnote id="F1">Shares are held by AEOsborne Associates, Inc., a corporation of which Mr. Osborne is the sole shareholder.</footnote></footnotes><remarks>This Form 4/A is a second amendment to the Form 4 filed on 9-15-03 (Accession Number: 0001213324-03-000001).  A first amendment was filed on 9-16-03 (Accession Number: 0001213324-03-000002) to correct the number of shares purchased from 1,000 to 1,500.  This second amendment is being filed to correct the price from $14.56 to $14.54. </remarks><ownerSignature><signatureName>Alfred E. Osborne, Jr.</signatureName><signatureDate>2003-09-16</signatureDate></ownerSignature></ownershipDocument>

