With the pandemic in media executives' rearview mirrors, media trends are still emerging at the speed of sound, and this year's Variety Entertainment Marketing Summit, hosted by Deloitte, will focus on the strategies of the industry's top marketers. The event will be held in Los Angeles on April 24th.
Shannon Ryan, president of marketing for Disney Entertainment Television, will receive Variety's inaugural Entertainment Marketing Icon Award for her cutting-edge campaigns during her time at Fox and Disney. . After the awards ceremony, Ryan will speak with Variety co-editor-in-chief Cynthia Littleton.
Universal Pictures' President of Domestic Marketing Dwight Keynes will participate in the event's “President's Keynote Roundtable.'' After a year of phenomenally successful campaigns for Christopher Nolan's Oppenheimer, Cains points to two particularly effective strategies.
“It’s time to further strengthen our practices,” says Cains. “We played the trailer in theaters and said this movie needs to be seen on the biggest screen.” It was also their tactic to get Nolan, a notorious internet hater, onto digital platforms. “I think connecting him with social media and people that are meaningful to our audience was one of the most exciting and interesting things we were able to get him to buy into.”
Media analysts report that viewers still want authentic connections with everything from movies to social media, but now more often on multiple platforms simultaneously. For example, watching a movie while texting or consuming long-form storytelling bit by bit on social platforms like TikTok.
In “Agents of Change: Innovators of Social Impact Marketing,” Roxie Young, Chief Marketing and Consumer Experience Officer at Reddit, discusses the challenge of strengthening the connections between viewers and each other to specific content. We're going to talk about the platform's ability to tackle. panel.
“Consumers are turning to the Reddit community for real, unfiltered advice on what to buy. We are actively discussing this thoroughly,” Young said. “Thus, as the traditional influencer model continues to decline, we will see an increasing need for platforms like Reddit that provide high-quality, vetted recommendations.”
Emily King, executive vice president of marketing strategy media and digital at Fox Entertainment, will speak on the “Digital Visionaries — All Platform Marketing” panel. She has found that humor has been the basis of many social and media campaigns' success, and suggests that the company's future strategy will also follow this trend.
“Thanks to TikTok, Instagram, YouTube and social media in general, we're seeing comedy re-emerge in the cultural zeitgeist,” King says. “This is an important area for Fox given the success of 'Animal Control' and our animated comedies. And our live-action as well. [{series] And the campaign will reflect that growth. ”
Netflix CMO Marian Lee, speaking at the President's Keynote Roundtable, suggested that future viewership growth will likely come from viewers seeking international content.
“A lot of what I watch on Netflix is from outside the United States,” Lee says. “So far this year we've loved Britain's The Gentleman, One Day, Scoop and Baby Reindeer. Looking forward to seeing more people follow stories from around the world. I think there will be a tendency to discover things.”
In his keynote, “Propelling your brand to the epicenter of culture,” Bruce Gersh, president and chief operating officer of 11:11 Media, spoke about the unique and coveted Verify how you established your identity.
“When in Paris [Hilton] I decided to start a company. The goal was to build a next-generation media company at the heart of culture,” says Gersh. “Over the past four years, we have built one of the world's largest female-led media companies without anyone else's backs. [outside] Investor. If you've followed Paris and watched her grow over the last few years, you know that her audience reaches over 80 million fans around the world. It sets a different tone and a different strategy. ”
