Leaders from major companies in the entertainment and technology industries gathered at Variety’s Entertainment and Technology Summit to discuss the future of marketing in the entertainment space. The panels covered various topics such as artificial intelligence, social media growth, and online gaming. Here are some key takeaways from the event:
1. Mattel CEO Ynon Kreiz revealed that the company is focused on turning its intellectual property into entertainment franchises rather than just toys. They have movies and shows in development based on brands like “Hot Wheels” and “Polly Pocket,” in addition to the recently premiered animated series “Barbie: A Touch of Magic.”
2. Executives emphasized the importance of broadcasting content across multiple platforms and niches. Platforms like TikTok and Instagram have changed the way artists connect with fans, and brands need to leverage these platforms to reach their audience effectively.
3. Brands should allow creators and fans to connect organically, staying true to their brand and voice. Authenticity is key in building connections between creators and their audience. Effective modern marketing is not about targeting a specific demographic but about finding what resonates with the audience.
4. Modern marketing techniques can help build anticipation for theatrical releases. Strategies like partnering with global creators and utilizing interactive marketing approaches can generate buzz and engage fans on a deeper level.
5. Entertainment storytelling can be extended to the gaming world. Mattel is pushing its intellectual properties through gaming platforms like Roblox, which offers unique experiences for fans. Incorporating gaming elements into products adds a new dimension to entertainment and fandom.
6. Netflix is exploring the integration of gaming into its streaming service. The company has released gaming titles available at no extra cost to subscribers. By offering games without in-game monetization, Netflix aims to delight players and align the interests of game makers and players.
The Variety Entertainment and Technology Summit brought industry leaders together to discuss the future of marketing in the entertainment space. The key takeaways highlight the importance of leveraging multiple platforms, fostering authentic connections, and exploring new mediums like gaming to enhance entertainment experiences.