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In the modern entertainment business, it’s easy for consumers to be overwhelmed by the sheer volume of content. From the boom in streaming services to the rise of artificial intelligence (AI), entertainment marketers must be more nimble than ever.
exist type’At the Entertainment Marketing Summit in Los Angeles, marketing professionals came together to discuss their challenges, best practices and triumphs. Here are the highlights of this Wednesday’s event at 1 Hotel West Hollywood.
intense competition for attention
At the opening ceremony of the summit, the type Co-Editor-in-Chief Cynthia Littleton talks to the panel about trying to win over audiences amid the deluge of cross-platform content. “We’re competing with everything … it’s no longer a linear time period thing,” said Margaret Walker, NBC’s senior vice president of brand strategy and audience growth. Domenic DiMeglio, chief marketing officer at Paramount Streaming, says staying close to fans on social media helps inform content development strategies. For example, he cites “Teen Wolf,” which ended its run on MTV in 2017 but “has a really engaged, rabid social fan base.” That led the company to develop a “Teen Wolf” movie for Paramount+, which premiered in January.
Likewise, Zach Enterlin, head of marketing at HBO and HBO Max, offers this anecdotal evidence about the rabid Game of Thrones fandom, “Thousands of babies named ‘Khaleesi’ and ‘Arya.'” On the upcoming rebranding plastic HBO max to max, coming May 23, he said, “We’re not ‘something for everyone’.” We’re ‘something for everyone’. “
Kimberly Paige, executive vice president and chief marketing officer at BET, also said on the panel that it is important for media brands to consciously build and online presence. “There will be new digital platforms in the future,” she said, but “I don’t think brands should be on every platform.”
The streaming wave isn’t slowing down
Streaming TV and movies at home is the number one entertainment of all generations – but consumers are frustrated with cost and want to cut monthly bills, say DeloitteJana Arbanas, Vice President and U.S. Telecommunications, Media and Entertainment Industry Leader, participated in a panel discussion on “Immersive and Connected Young Consumers”.she is quoting Deloitte 17day Annual Digital Media Trends Surveyreleased this week.
Among other findings she cites in the report: Millennials pay an average of $54 a month for video streaming services — more than U.S. consumers overall — $48 a month — and they churn (i.e., cancel) at a higher rate. high.
Despite the introduction of new subscription VODs, people haven’t increased the total number of services they subscribe to; according to Deloitte research, the average American household has about four. Arbanas pointed out that this means consumers are dropping services to add new ones. At the same time, she said that Gen Z is “really the first generation to be fully immersed in the digital world,” while younger Alpha generations will have higher expectations for digital media. That’s a sea change from 10 years ago, when a Deloitte survey found that only 24% of consumers said they wanted to watch entertainment online. Today, Abanas said, “there is no other way to get the media.”
Authentic creators carry mementos
In a world where celebrities have the greatest “clout” over consumers, content creators are rapidly assuming that role. Whereas celebrities used to be in the limelight in branding campaigns, success is no longer measured by the status a client might have. “Anyone can become famous overnight, and the idea that you have a blue checkmark doesn’t mean shit,” said Ian Trombetta, the NFL’s senior vice president of social and influencer marketing. “At the end of the day, the quality of the content… [marketers] Integrating these creators is critical. “
Film Industry Resurrected
Lionsgate Motion Picture Group chairman Joe Drake doesn’t buy the gloom surrounding the theatrical film industry since the start of the COVID pandemic three years ago. “The economics of the film industry are better than ever,” Drake said firmly during a meeting with Lionsgate Vice Chairman Adam Fogelson.
Drake backed up his assertion with numbers. “The value of movie titles is up 15% to 30% in free-to-air,” he said. “We can reach consumers more effectively than ever before. For every dollar we spend on P&A, we’re 15% to 30% more efficient in terms of transactions than we were pre-COVID. The risks we’re taking have better economics — that’s what allows us to take more risk.”
Drake surprised the crowd by emphasizing that Lionsgate releases around 40-50 films a year globally, including acquisitions in multiple territories around the world. The company itself produces about 12-15 titles per year, but it has enough bandwidth to handle the marketing and distribution of others. “We have the space to handle 40 to 50 films a year and give each one our extensive bespoke love and treatment. [release] Movies do,” Drake said.
Fogelson highlighted Drake’s point about how marketing spend has become more targeted in the digital age. “It’s important that we figure out how to open the last John Wick movie for less money than we spent on the third John Wick movie,” Fogelson said.
Artificial intelligence steps into the spotlight
Artificial intelligence was a hot topic among speakers at the event, as the industry embraced the long-term implications of the hot technology. “It’s coming sooner than we thought,” said Sean Boyle, vice president of brand and original media for HBO Max. Snapchat’s “My AI” feature and AI chatbots are now available to all users on the social app, Snap entertainment chief Laurel Duquette revealed. While previously only Snapchat+ users could access it, the chatbot will now allow all consumers to experience the AI technology first-hand. “I imagine a world where we talk to My AI about movies and get program recommendations,” Duquette said of the new feature (though she declined to discuss whether the AI’s recommendations could be used for sponsorships in the future).
Lisa Vanderpump Turns Her TV Persona Into Marketing Talent
The reality show “Vanderpump Rules” all the talk Ever since infidelity scandals erupted among actors Tom Sandoval, Ariana Maddix and Raquel Lewis. “It’s a producer’s dream, but a talent nightmare,” Lisa van der pump told typeKate Arthur. “It’s almost like ‘Friends,’ like [if] chandler and phoebe suddenly [started] go to bed. “
Vanderpump’s popularity was ignited when she appeared on “The Real Housewives of Beverly Hills.” This led to her spin-off series, “Vanderpump Rules,” which follows her crew at a West Hollywood restaurant. The show provided plenty of opportunities for the TV personality and restaurateur, who took her popularity and brand to new heights thanks to the show.
Multicultural audiences are not homogeneous
Ellene V. Miles, senior vice president of cross-marketing for Sony Pictures Entertainment’s film group, said the importance of multicultural marketing campaigns cannot be overstated. “[A] one size fits all [marketing] method is not feasible [anymore],’” she said. “I think being authentic to these audiences, meeting them where they live and meeting them with messages that really speak to them is critical to success, critical to awareness, critical to the whole Dramatic propositions are also crucial. ”
Myers reiterated the point that marketers must look at their audiences in a holistic way, rather than being a box-checking representation, as Miles Moore, the character in this summer’s “Spider-Man: Beyond the Spider-Verse” movie, said. Lales, for example. “He lived a bicultural life, and this film expresses … those themes are so pervasive.”
peak vibrato
it’s uncertain Will the US ban TikTok?. But what’s undisputed is that the popularity of the app and its content creators has taken off since the pandemic hit, which Leading Film and TV Marketer Already leaned in. “[TikTok has] Democratize the ability for anyone to have a voice. It’s an eye-opener for the whole space,” said Neon Chief Marketing Officer Christian Parkes. “That’s where we’re moving a lot of our investments and advertising dollars. We’ve been able to build a following there faster than on other platforms. TikTok is now at zero. “
Dwight Caines, Universal’s president of domestic marketing, revealed that the social marketing strategy also has downsides. “The danger of ‘M3GAN’ is that we become a meme, not a movie,” he said, referring to the influx of social status following the film’s premiere. trailer“But when big names like Megan Thee Stallion start tweeting about the movie, the studio knows they’re on the right track.”
Is it entertainment or marketing?same thing, say Terry Crews
The “America’s Got Talent” host, entrepreneur, actor and author has an undeniably authentic presence, which he says is integral to a successful marketing strategy. “Sometimes people talk about marketing like you’re trying to figure out a way to fool people,” Crews said. “And, no, it’s never been like that. You really have to give people what they need and what they want…Entertainment and marketing aren’t two separate things — they’re both entertainment.”
After Crew’s NFL career ends, he reveals typeAfter Elizabeth Wagmeister in , he held many other jobs before taking up his first acting job. After auditioning for his first role, he recalls being unsure of the position. “I got this job and my wife said, ‘You might be able to do this,’ and I thought I had to… I realized you can’t call your own future. All you have to do is do your best, Never worry about the result, that’s my trick [for] 25 years [in] entertainment. ”
Ultimately, Cruise, like many other Hollywood marketing executives, credits authenticity to driving successful marketing efforts, recalling a conversation he had with Sylvester Stallone. “He looked and said, ‘It’s one thing to make a movie, but you have to sell the movie,'” Cruise said. “It’s really part of the same game. You can’t love making it and hate selling it.”
Nostalgia: still a winning formula
It’s a tried-and-true technique for tapping into consumers’ fondness and sentimentality for long-time favorite brands and franchises. “It’s about knowing your audience,” said Josh Silverman, chief franchise officer and global head of consumer products at Mattel. “Part of what we’re trying to do is cater to [our audience]. We want to share that we are providing them with a quality product and experience that extends the emotional connection [consumers] Those products, experiences and stories must be owned. “
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