This story is free to read because readers choose to support LAist. If you find value in independent local reporting, make a donation to power our newsroom today.
Studios Turning To Live Events To Generate Audience Interest
The Barbie Laboratory at the World of Barbie in Santa Monica on June 25, 2023.
(
Julie Leopo
)
Topline:
The vitality of Hollywood movies and original series increasingly relies on turning them into events. Studio marketers at Warner Bros., Paramount, Universal, Sony and Lucasfilm are trying new things to get attention and woo audiences.
Why it matters: Last year’s Barbenheimer phenomenon amplified the already winning campaigns of Barbie and Oppenheimer. But those films were not outliers in terms of clever approaches to transform new films and TV shows into unmissable cultural moments.
Boldness matters: Marketers are an often overlooked but essential component in building awareness and excitement for Hollywood productions. After a period in which too many worthy projects were released in the hope that their inherent value would enable them to be discovered — and failed to ignite the public’s imagination — sophisticated, attention-getting efforts are ascendant across every studio.
Putting fans in charge: For the Star Wars series Ahsoka last year, Lucasfilm and Disney+ turned its launch into a fan-powered event, hosting costumed viewing parties and letting the people who loved the titular character to promote the show, leading to an impressive 14 million views for its first episode. Paramount took the remarkable step of releasing the entirety of 2004’s Mean Girls — in more than 20 segments — on TikTok for one day to let fans of the original play with the cult classic in advance of the studio’s release of its 2024 reboot. The new version was the number one box-office grosser for four weeks and made more than $100 million.
For more . . . read the full story on The Ankler.
This story is published in partnership with The Ankler, a paid subscription publication about the entertainment industry.
You come to LAist because you want independent reporting and trustworthy local information. Our newsroom doesn’t answer to shareholders looking to turn a profit. Instead, we answer to you and our connected community. We are free to tell the full truth, to hold power to account without fear or favor, and to follow facts wherever they lead. Our only loyalty is to our audiences and our mission: to inform, engage, and strengthen our community.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Senior Vice President News, Editor in Chief
