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☆ Nike's Sue Bird documentary is heading to Netflix and it's another coup for brand-funded films
▼ + stars: | 2024-01-29 | by ( Lucia Moses | ) www.businessinsider.com time to read: +3 min

"Sue Bird: In the Clutch," a documentary on the career and personal life of the WNBA star, wasn't the most buzzed-about film at Sundance. Nike's success could encourage more brands to follow its leadNike has long been a big player in brand-funded films. Many brands dream of getting their films on Netflix, where even relatively small viewership numbers are bigger than they'd get on a rival streamer. Brands often work alongside traditional Hollywood players, which lends credibility to film projects. But the more films like "In the Clutch" get wide distribution, the more other brands could be encouraged to pursue similar storytelling.

Persons: Sue Bird, Werner Herzog, Sarah Dowland, RogerEbert.com, IndieWire, it's, Beckham, Justin Biskin —, Ron Howard, Brian Grazer's, Oscar, Alex Gibney's Jigsaw, Jay Ellis's Organizations: WNBA, Sundance, Entertainment, Business, Netflix, Nike, Iron Entertainment, Apple, HBO, Procter, Gamble, Marriott, Hollywood Locations: Canada, Hollywood

☆ Brands pouring money into film and TV content are the latest to demand more data sharing from streamers
▼ + stars: | 2023-09-05 | by ( Lucia Moses | ) www.businessinsider.com time to read: +5 min

They're pouring more money into Hollywood-style entertainment but want streamers to share more data. An industry effort is underway to standardize measurement of brand films. Brands are joining the chorus of content producers and creators demanding more audience data from Hollywood entertainment giants. Without transparency from the streamers, brands and their agencies rely on other measurements, some quantitative, some qualitative — typically a mix of things like critical reviews, social chatter, earned media, and sentiment. Most streamers don't show viewership data, so "you never really know how many people saw it," said Marc Gilbar, who leads Imagine's brands division.

Persons: Saint Laurent, who've, Gamble —, Brian Newman, REI, Hulu doesn't, Kyra Sedgwick, Paolo Mottola, Mottola, Megan Wells, who's, Ron Howard, Brian Grazer's, Marc Gilbar, Kimberly Doebereiner, Doebereiner Organizations: Hollywood, Brands, Pepsi, Companies, Procter, HBO, Unilever, Netflix, Hulu, Sundance Film, Brand Storytelling, G Studios Locations: Hollywood

☆ 13 brands, from Coca-Cola to REI, that are pouring money into movies and TV to reach consumers with Hollywood-style storytelling
▼ + stars: | 2023-09-01 | by ( Lucia Moses | ) www.businessinsider.com time to read: +10 min

Mattel's Barbie is just one of many big brands getting serious about making Hollywood-style entertainment. "Barbie" may be the movie of the summer, but lots of other big brands are getting serious about making Hollywood-style entertainment. Brands are also getting more systematic about tracking the projects' outcome so they can justify the cost. Neutrogena: Neutrogena Studios launched in 2021 and is J&J Consumer's first brand-funded content studio to make feature documentaries and scripted shorts. Showtime/PepsiPepsiCo: PepsiCo's Content Studio is led by veteran PepsiCo marketer Lou Arbetter.

Persons: Barbie, Ron Howard, Brian Grazer's, Oscar, Michael Sugar, Brian Newman, REI, Michael Sugar's, Jae Goodman, Lauren Denowitz, Coke, Brian Grazer, Ron Howard's, Selman Careaga, John Deere, Mara Downing, Al Roker, Jill Wilfert, Robbie Brenner, J.J, Abrams, Lena Dunham, Barney, Daniel Kaluuya, J, Sebastian Garcia, Laurie Hernandez, Matt Damon, Ben Affleck's, Entertainment —, Justin Biskin —, Howard, Lou Arbetter, Max, Robert Rodriguez, Nadia Hallgre, Stanley Nelson, Arbetter, It's, Procter, Kimberly Doebereiner, Paolo Mottola, Kyra Sedgwick, Watiti, Saint Laurent, Anthony Vaccarello, Saint, Pedro Almodóvar, Ethan Hawke, Pedro Pascal, it's, Paolo Sorrentino, David Cronenberg, Kelly Mullen, Bryce Dallas Howard, Lena Waithe, WePresent, Holly Fraser, Moses Sumney, Solange Knowles, Riz Ahmed, Aneil, Fraser Organizations: Hollywood, Procter, Gamble, Brands, Unilever, InBev, Waffle Iron Entertainment, draftLine Entertainment, Netflix, Coca Cola, Entertainment, Global, Deere, Warner Bros, Warner Brothers, Universal Studios, Mattel, Neutrogena Studios, Studio, Kerry, Seattle Film, Ghetto Film, HBO Nike, Nike, Waffle, Apple, HBO, Showtime, Pepsi PepsiCo, PepsiCo, Pepsi Super, Pepsi, G Studios, Imagine, Amazon's, Hulu, Paramount, Blue Fox Entertainment, Saint Laurent Productions, Unilever Entertainment, Imagine Entertainment, Monotype Locations: Hollywood, Kerry Washington, American, Cannes, Britain

☆ 13 Hollywood production companies making brand films that streamers like Netflix and Apple want to buy
▼ + stars: | 2023-08-09 | by ( Lucia Moses | ) www.businessinsider.com time to read: +11 min

said Marc Gilbar, who runs the brand division at Imagine Entertainment. Some are also looking to brand films to offset some of the revenue they're losing in the dual Hollywood strikes. (Brand films are often unscripted and thus aren't governed by the Hollywood unions.) They also see brand work being a positive for below-the-line workers who are idled by the work stoppage. Led by EVP Kate Oppenheim, Tribeca Studios' projects have included "We Could be King" (ESPN2) for Dick's Sporting Goods and P&G's Queen Collective series (BET).

Persons: Ben Silverman, Issa Rae's Hoorae, Kevin Hart's Hartbeat, Julian Jacobs, we've, Marc Gilbar, Samuel L, Jackson, Emma Stone, Zac Ryder, Olivia Wilde, Laurene Powell Jobs, Caitlin McGinty, It's, James Gay, Rees, Paul Martin, Kevin Hart's, Hart, Hartbeat, Brian Price, Chase Sapphire, Procter, Reese Witherspoon, Zoe Fairbourn, Ron Howard, Brian Grazer's, Ron Howard's, Bryce Dallas Howard, Gilbar, Rocco DiSpirito, General Mills, Rupert Maconik's Saville, Werner Herzog, Barry Levinson, Sugar23, Oscar, Michael Sugar, Trevor Noah's, he's, Kennedy, Matt Rotondo helms, Sugar, Mike Beck, Alexa Conway, Trevor Noah, Kate Oppenheim, HBO Max, Paul McCartney, Mary McCartney Ventureland, Kerstin Emhoff, Paul Hunter, John Battsek, Stacy's Pita Chips, Will, Jada Pinkett, REI, Gargi Organizations: Hollywood, Brands, Mattel, Netflix, Apple, UTA, Imagine Entertainment, Producers, Adobe, IBM, Anonymous, HP, Afghan Girls National Soccer Team, Showtime, Pepsi Boardwalk Pictures, Relativity Media, Super, Pepsi, REI, Unilever, Marriott, Surf League, Major League Soccer, Sam's, Gamble, Weinstein Co, Hulu, Imagine, Paramount, Saville Productions, Disney, Time Studios, Procter & Gamble, Anheuser, Busch, InBev, CAA, Studios, MSNBC, ABC, NBC, Tribeca Studios, Dick's Sporting Goods, HBO, CNN, Mobile, Stacy's, Everest, Vice Studios, Westbrook Media, Meta, Logitech, Samsung Locations: Hollywood, Subway, Magnolia

☆ This top Procter & Gamble exec is showing Hollywood how brands can make prestige films and be 'power-up' partners for studios and streamers
▼ + stars: | 2023-07-25 | by ( Lucia Moses | ) www.businessinsider.com time to read: +7 min

P&G Studios head Kimberly Doebereiner argues that great entertainment can come from brands. Procter & Gamble is at the forefront of the growing brand film space — with its own in-house shingle, P&G Studios, actively pursuing entertainment projects that look nothing like ads. "The first thing I'd love is for the distributors to see that great content can come from anybody, and even if it's from a brand, that doesn't mean it's brand content," she told Insider in an interview. "We have great marketing, we have great brands, we can help bring in viewers, right? "We'd love to have our content be able to show up in the retailer with our brands and create better awareness for that content," Doebereiner said.

Persons: Kimberly Doebereiner, Doebereiner, Gamble, Ron Howard, Brian Grazer's, Michael Sugar's Sugar23, Reese Witherspoon's, Barbie, we've, Brand, Queen Latifah Organizations: G Studios, Procter, Gamble, HBO, Hulu, Brands, Hollywood, Advertising, Tide, Gillette, Tribeca Studios, Walmart, Blue Fox Entertainment Locations: Hollywood

☆ Brands are pouring money into film and TV — meet 13 marketers making the biggest moves as Hollywood's new financiers
▼ + stars: | 2023-07-21 | by ( Lucia Moses | ) www.businessinsider.com time to read: +10 min

It's not just Barbie — lots of big brands are getting serious about making Hollywood-style entertainment. Insider identified 13 new and established players making the biggest moves in the space. "Barbie" may be the movie of the summer, but lots of other big brands are getting serious about making Hollywood-style entertainment. Neutrogena: Neutrogena Studios launched in 2021 and is J&J Consumer's first brand-funded content studio to make feature documentaries and scripted shorts. PepsiCo: PepsiCo's Content Studio is led by veteran PepsiCo marketer Lou Arbetter.

Persons: It's, Ron Howard, Brian Grazer's, Oscar, Michael Sugar, Brian Newman, REI, Michael Sugar's, Jae Goodman, Lauren Denowitz, Coke, Brian Grazer, Ron Howard's, Selman Careaga, John Deere, Mara Downing, Al Roker, Jill Wilfert, Ryan Gosling, Margot Robbie, Barbie, Ken, Jaap Buitendijk, Robbie Brenner, J.J, Abrams, Lena Dunham, Barney, Daniel Kaluuya, J, Sebastian Garcia, Laurie Hernandez, Matt Damon, Ben Affleck's, Entertainment —, Justin Biskin —, Howard, Lou Arbetter, Max, Robert Rodriguez, Nadia Hallgre, Stanley Nelson, Arbetter, Procter, Kimberly Doebereiner, Paolo Mattola, Kyra Sedgwick, Watiti, Saint Laurent, Anthony Vaccarello, Saint, Pedro Almodóvar, Ethan Hawke, Pedro Pascal, it's, Paolo Sorrentino, David Cronenberg, Kelly Mullen, Bryce Dallas Howard, Lena Waithe, WePresent, Holly Fraser, Moses Sumney, Solange Knowles, Riz Ahmed, Aneil, Fraser Organizations: Hollywood, Procter, Gamble, Companies, Brands, Unilever, InBev, Waffle Iron Entertainment, draftLine Entertainment, Netflix, Coca Cola, Entertainment, Global, Deere, Warner Bros, Warner Brothers, Universal Studios, Mattel, Neutrogena Studios, Studio, Kerry, Seattle Film, Ghetto Film, HBO Nike, Nike, Waffle, Apple, HBO, PepsiCo, Pepsi Super, Showtime, Pepsi, G Studios, Imagine, Amazon's, Hulu, Paramount, Blue Fox Entertainment, Saint Laurent Productions, Unilever Entertainment, Imagine Entertainment, Monotype Locations: Hollywood, Kerry Washington, American, Cannes, Britain

☆ It's not just 'Barbie' — as Hollywood goes through upheaval, brands from Nike to John Deere are becoming the new financiers of film and TV
▼ + stars: | 2023-07-20 | by ( Lucia Moses | ) www.businessinsider.com time to read: +6 min

As studios cut spending and strikes shut down production, Hollywood can take some solace — brands are coming to the rescue. Brand Storytelling is an organization that's held a festival for brand content alongside the Sundance Film Festival for the past seven years. Brand film submissions have almost tripled to 160 in the past three years, according to Rick Parkhill, director and co-founder of Brand Storytelling. "Film directors need the work," said Marcus Peterzell, who left ad giant Omnicom to found Passion Point Collective, a brand film studio, in 2019. He's since made some 36 film projects for brands.

Persons: Greta Gerwig, Kyra Sedgwick, John Deere, Kimberly Doebereiner, Chris Paul, Mattel's Robbie Brenner, There's, Jill Lubochinski, Holly Fraser, WePresent, Ron Howard, Brian Grazer's, Reese Witherspoon's, Michael Sugar's Sugar23, we've, Marc Gilbar, Matt Damon, Ben Affleck, Gilbar, that's, Rick Parkhill, Riz Ahmed, WeTransfer, Vicky Grout, Parkill, Saint Laurent, Pedro Almodóvar, David Cronenberg, They're, Marcus Peterzell, Peterzell Organizations: Hollywood, Mattel, Nike, HBO, Procter & Gamble, Tide, Gillette, G Studios, Warner Bros, Discovery, PepsiCo, REI, Dallas Buyers, Sundance, Brand, Brands Locations: —, HBO's, Hollywood

☆ Anheuser-Busch is launching an entertainment division with help from Oscar-winning producer Michael Sugar in a push to reach consumers who don't watch ads
▼ + stars: | 2023-03-22 | by ( Lucia Moses | ) www.businessinsider.com time to read: +4 min

Anheuser-Busch is building an entertainment division, Insider has learned, the latest big marketer to turn to Hollywood to reach consumers who are increasingly glued to ad-free streaming services. The AB InBev effort is under a new, unannounced entity called draftLine Entertainment, a part of its internal ad agency, draftLine. DraftLine Entertainment is being run by AB InBev marketer Lauren Denowitz as global studio head, reporting to VP Fábio Baracho. The world's biggest brewer, AB InBev is well known for its marketing. In the case of AB InBev, entertainment is a way to promote the beer category at large over any individual brand.

☆ Ron Howard and Brian Grazer's LinkedIn for Hollywood workers, which just raised $15 million, is disrupting how productions are staffed at Warner Bros, Paramount, and more
▼ + stars: | 2023-03-10 | by ( Lucia Moses | ) www.businessinsider.com time to read: +6 min

Ron Howard and Brian Grazer's Impact, a LinkedIn-like platform for Hollywood, recently raised $15 million. Hiring below-the-line crew members has largely been an offline process based on personal networks, Impact CEO Tyler Mitchell said. "We would have to find where the productions are, and more than anything, get people, whether they're independent films or other productions, using our products," he said. "I don't think there's a scenario where people will be using Impact to source 100 percent of a crew. The company has a database of 1.3 million people, including 30,000 crew members who are active users.

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