Once upon a time, the rich world of cinema was the golden rule. But when it comes to The Drum's entertainment focus, Tommy's Marcus Foley draws on his experience at Netflix and more to celebrate a new paradigm: the world of entertainment.
Are you a fan of period dramas? Do you like traditional games? Are you seduced by a stoic hero? Do you always support the downtrodden Cinderella? Are you secretly attracted to the attractive rake with his string of past relationships?
Am I talking about Bridgerton here? Or maybe The Crown? Maybe the Buccaneers too? How many of these shows can you remember from the past 12 months?
Paralysis of choice has paralyzed even the most ardent fans. Much of the marketing has also turned into one, as streaming platforms can't differentiate between shows and movies. In the worst case scenario, you will be completely forgotten.
Changes in technology, consumer behavior, and competition constantly bend and shape the entertainment industry, but the real unyielding challenge facing them today is how to feature their work in an overwhelmingly competitive market. It's up to you to make it something special.
solution? Be open to something bigger. Now, enter the world of entertainment!
disappearing into a sea of sameness
So many factors influence the success of a film or series that can ultimately limit its creativity and originality upon release.
At test screenings, audiences didn't like it. Entertainment executives are nervous about trying something new and failing, preferring to rely on what's been done before.
But the tried-and-true trailer release formula, combined with reduced marketing budgets, has delivered a vanilla content campaign, each a blurry show after show, and none of them memorable.
The big question is how to navigate broader industry trends and the ever-changing interactions between entertainment businesses, IP, content creators, and consumers to create memorable marketing that makes viewers reach for the play button. It's about how you use it.
explore new paths
Off the silver screen, the future of film and television resides in the world of entertainment. Entertainment is no longer limited to television. It's a marathon of his Twitch streams, compilations of his hot TikTok fans, modified game maps, and immersive experiences in the physical and digital realms. This creates many exciting creative opportunities to connect with audiences around the world.
Hollywood is starting to see these channels not just as marketing tools, but as true extensions of the world they've created. Each channel provides a standalone experience while contributing to a cohesive world where genres, fandoms, and communities intersect and stories evolve.
As paradigms in the entertainment world evolve, fandom and community will play an increasingly important role in brand building. Brands not only invite consumers into their world, but co-create with them. All you need to do is understand their values and behaviors, find the right way to partner with them, and communicate in a way that truly reflects them.
Take your fans into the world of entertainment
In my experience working with clients like Netflix, their success lies in offering different avenues for entertainment IP to different communities and ensuring they get a return on their participation.
First, look for opportunities to deliver integrated cultural impact ideas, including content, partnerships, and media, social, and brand platform integration built in from the beginning. In preparation for the premiere of “Blood Red Sky”, For example, we had Twitch hijack a plane full of influencers to add a twist to the immersive experience. The physical event will have his 40 influencers in attendance, and on his streaming platform he will have over 100,000 people in control of their experience.
Next, consider how you can create new dynamics in your story and develop your IP in ways that are native to new audiences and communities. Tribes of Europa broadcast a live Twitch escape room game show. The event saw over 300,000 attendees and streamers slipstream into their world, resulting in tangible growth.
Finally, it drives the creation of robust story worlds across multiple platforms across linear and interactive media. Some of the most important aspects of narrative strategy have less to do with the content and more to do with how it all stacks up in a way that is true to the IP, authentic, and resonates with your target audience. Masu. For example, to launch Stranger Things 5, we turned the streets of Asia upside down using innovative OOH, projection map trailer drops, upside-down bus stops, and AR filters.
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Take the leap and reap the rewards
Particularly for a company like Netflix, success depends on a willingness to take careful risks and grasp these new marketing dynamics. This has ensured Netflix's position not only as a market leader, but also as a trendsetter in the global entertainment industry.
There's a lot to be motivated and excited about if you let go of the old expectations that still exist in the entertainment world. The world of entertainment is open to those brave enough to enter it. Expect a dynamic, vibrant, exciting and inspiring new space to welcome you.
Do you like games, movies, TV, music, and podcasts? We do too. Visit The Drum's dedicated entertainment focus hub.