and varietyHosted by City National Bank in West Hollywood on Thursday, the Entertainment and Technology Summit brought together entertainment industry executives and visionaries to discuss the growth of technology and how it affects television, movies, games, music and digital media. , discussed how it is impacting consumers. brand.
Brand leaders including Disney, Universal Television, Mattel, NBA, Twitch, Paramount and Taco Bell joined the panel to highlight the different ways new technology is being implemented in their respective fields. Read below to see what key figures in the entertainment industry had to say about the evolving intersection of entertainment and technology.
In a crowded world of streaming, creativity still reigns supreme
At the Titans of TV Programming panel, TV leaders discussed their expanding footprint in the streaming world moving away from cable TV and toward ad-supported, subscription-based streaming services. rice field. Dan McDermott, president of Entertainment and AMC Studios at AMC Networks, said leaders still value creativity in storytelling and intellectual property to established audiences.
“What remains consistent is the long-term value of high-quality creativity and storytelling,” said McDermott. “It’s the busiest it’s ever been, but as programmers, we’re definitely looking for IP that has an audience and a fanbase built into it.”
Social media is a winning battleground for brands
During the Brand Storytelling Elite panel, representatives of consumer and entertainment brands spoke at length about how best to engage audiences in an oversaturated and cluttered media landscape. Nicole Weltmann, his head of media at Taco Bell’s Social, spoke about competing with incumbent news outlets for consumer attention.
“When you think about what our content is showing up against, it’s showing up against content on Vice and NBC, where the audience is embedded,” says Weltman. “When I think about what stories I want to tell, I hope my fans will tell their own stories and speak up.” We detailed our full-scale partnership with artist Doja Cat.
Creating immersive experiences could be the future of audience engagement
The Future of Audience Engagement: A look at how pushing innovation and creativity is creating stronger bonds with today’s audiences, and the culture and influence of Monkeypaw Productions, the production company founded by Jordan Peele. Keisha Center, vice president ofthey talked to varietyHeidi Chung from , explains how to further engage your audience in the world of experiences you create using a variety of media, including film.
Their collaboration led to a Metaverse experience focused on Peele’s new film, Nope, and Senter highlighted some key questions for the team to ask themselves as they nurture new ideas and experiences. Is our content promoted? Are you representing our content? Are you genre-centric? Wondering how to be mischievous and have fun? There are many ways to think with not only filmmakers, but also partners to work with. ”
Web3 Has great potential to provide beneficial services to the entertainment industry
At the Making Sense of Web3 for the Entertainment Industry panel, industry executives discussed in detail how newly discovered Web3 innovations could bring about greater and more efficient change in the entertainment industry. Melody Hildebrandt, her CISO and president of Fox Corp. and Blockchain Creative Labs, said two key areas she believes could unlock her Web3 potential to benefit consumers: shared.
“We really think of this as a technological breakthrough that will enable a whole new model in two key areas of media: one is the content side, how content is actually created and brought to market. Another aspect is distribution, and we believe there is a cleaner way to get content directly to fans,” Hildebrandt said of the potential impact of Web3 on the industry. increase.
Stagecraft could revolutionize what virtual production can do in the future
Lynwen Brennan, Lucasfilm General Manager and EVP, and Janet Lewin, Lucasfilm SVP of VFX and ILM General Manager, said that using Stagecraft as an “end-to-end virtual production tool” will help Lucasfilm’s production environment. I explained how it changed. Management, which has already put the tool into practice on widely popular projects such as “The Mandalorian,” “Obi-Wan Kenobi,” “The Book of Boba Fett,” and the upcoming series “Andor,” will build on the benefits of Stagecraft. shared positive predictions.
“What Stagecraft has allowed us to do is this amazing collaboration with all the department heads and filmmakers before shooting,” Brennan said. We saved money on the effects budget, saved time on the post-production schedule, and were able to get results of this amazing quality.”
In speculating on what the future might look like, Brennan responded:
“We currently have a proven production methodology, but we want to take inspiration from new ideas that are brought to the table. It’s about taking advantage of future advances to capitalize on developments in this area,” she continued. “It’s hard to predict where the future will go. Efficient.”
The international market for the streaming industry is no different than the domestic market
On Thursday’s Best Business Strategy panel on Stream, Paramount Chief Strategy Officer and Chief Business Development Officer Jeff Schultz revealed why the international streaming market shouldn’t be feared compared to domestic businesses. did.
“The word ‘international’ has lost all meaning,” Schultz said. “If you take the market as it is, international means nothing because every market is different: rights to content, rights to our own content, consumer preferences, consumer Willingness to pay, consumer desire for free vs. paid, corresponding CPM and sell until ad market matures.
“All of this adds up and every market has its own formula, increasing the complexity of the problem to be solved. told the audience.
Reliability is essential to enter the Gen Z market
Snapchat’s head of US entertainment, Alexa Levine, revealed the secrets of how to reach the Gen Z market at Thursday’s Unlocking Gen Z Audience panel. To reach the age group from 10 to her 25, the key to tapping into this particular group is to provide real appeal.
“Being authentic is very important to Gen Z,” says Levine. “When I was growing up, we had AIM. After AIM, we had phone calls and text messages. Take a picture, AR is a core component of it, and that’s why we see all these companies jumping into AR and VR because Gen Z is used to it. It’s very natural.”
The TV binge drop approach isn’t always the best model for streaming content
At the Unlocking Gen Z Audience panel, HBO Max’s JP Mallo, VP of Marketing, said the TV binge model popularized by Netflix is a good fit for release if companies want to keep the topic of conversation among Gen Z. I explained why it might not be the means.
“You can’t just binge all the time and assume the episode survival will continue,” Maro shared. We cannot guarantee that it will last two or three months before the next series drop.”
For this reason, he shares that HBO Max has opted for a more “agile” approach. This includes major collaborations with his team of scheduling and programming to determine schedules and slots for each show. The model they came up with looks like a more staggered release schedule, interspersed with marketing activations between episodes “to keep that conversation going.”
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