Comparing Netflix’s and Amazon’s Movie Marketing Goals

My latest post on The Drum uses two recent releases to compare and contrast the approaches Amazon Studios and Netflix take in marketing their original movies: Amazon put out The Big Sick, a slightly-fictionalized version of the real story of how Kumail Nanjiani (who plays himself) and Emily V. Gordon (played by Zoe Kazan) met … Continue reading Comparing Netflix’s and Amazon’s Movie Marketing Goals

Giphy’s Place in the Movie Marketing Mix

My latest post at The Drum looks at how studios are using Giphy as part of their online movie marketing efforts: As the social web has grown, sites began at first to link to MySpace profiles, with those fading out as Facebook and Twitter emerged and began achieving critical user mass. Then came Instagram profile … Continue reading Giphy’s Place in the Movie Marketing Mix

Studios Embrace Celebration Days for Marketing

My latest on The Drum covers the recent trend of celebration days being used to promote upcoming releases, particularly big tentpole franchise movies: Recently, though, those studio marketing teams have focused efforts on some sort of “Day” that helps to promote the movie as well. These events usually have a few things in common: They … Continue reading Studios Embrace Celebration Days for Marketing

Selling King Arthur Over the Years

My latest post at The Drum takes this week's new release of King Arthur: Legend of the Sword and uses it as an opportunity to revisit the trailers for previous versions of the Arthur legend, from the realistic and gritty to the outright silly. That the movie takes such liberties with the basic legend of … Continue reading Selling King Arthur Over the Years

Guardians of the Galaxy Vol. 2 Buzz Lifts Partner Brands

My latest post at The Drum is based on data from Amobee that looked at which brands got the biggest buzz boost from their association with Guardians of the Galaxy Vol. 2: One big part of the campaign has been the work from cross-promotional partners, the companies and brands that wanted to get a bit … Continue reading Guardians of the Galaxy Vol. 2 Buzz Lifts Partner Brands

No More Secrets

My latest at The Drum, which went live last week, used the release of The Circle to look back and older movies that have dealt with issues of privacy, secrets, and surveillance: Privacy has been a long-running theme in movies throughout the history of Hollywood. The idea that we’re all being spied on and surveilled … Continue reading No More Secrets

Netflix’s Movie Marketing, or Lack Thereof

My latest at The Drum takes a look at how Netflix doesn't provide a whole lot of marketing cover for many of its original feature films. There aren’t many companies that have disrupted existing business models the way Netflix and Amazon have. In the last two years, for example, they’ve blown up the movie acquisition … Continue reading Netflix’s Movie Marketing, or Lack Thereof

Castrol’s Fate of the Furious Promotion

My latest post at The Drum goes in-depth on a promotion Castrol and Universal worked on to market Fate of the Furious: At the risk of bursting your bubble, you have to know that Vin Diesel, The Rock, Michelle Rodriguez and the rest of the cast of the Fast and the Furious franchise don’t do … Continue reading Castrol’s Fate of the Furious Promotion

Just Play That Old Time Rock and Roll…

Recent trailers for Kong: Skull Island and Guardians of the Galaxy Vol. 2 got me thinking about how much Hollywood relies on classic rock to sell movies: Classic rock radio is profitable for a reason. People, particularly those over 40, love reliving the music of their youth, either the stuff they grew up on themselves … Continue reading Just Play That Old Time Rock and Roll…

Categorizing 2017’s Oscar Best Picture Nominees

With the Academy Awards this Sunday, my latest post on The Drum puts the nine Best Picture nominees into three thematic categories to provide a better look at what kind of stories are resonating with voters: Will La La Land dominate? Will #oscarssowhite become a thing of the past with big wins for movies like … Continue reading Categorizing 2017’s Oscar Best Picture Nominees