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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
☆ 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
☆ 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
☆ Brands like Sony and Chipotle want to make Hollywood-style content for film and TV, and these advertising pioneers have built a startup to get their messages out
  + stars: | 2023-06-11 | by ( Lucia Moses | ) www.businessinsider.com   time to read: +6 min
That belief has taken him from famed ad agency Wieden + Kennedy to talent agency CAA, where he set up its first marketing consultancy. The firm pitches itself as part management consultancy, part brand entertainment production company, and part consumer brand accelerator. "If a great sports movie happens to come from Nike, it's still great entertainment," Goodman said. "If a great sports movie happens to come from Nike, it's still great entertainment," Goodman said. One thing Goodman and Kaplan are not trying to do is compete with brands' ad agency budgets.
Persons: Jae Goodman, John Kaplan, It's, Gibson, Kennedy, Goodman, Chipotle, Stephanie Perdue, Jay, Kaplan, —, Michael Kassan's, Anheuser, it's, Superconnector, it'll Organizations: Superconnector Studios, Sony, CAA, Observatory, Entertainment, Hollywood, HBO Max, Netflix, Procter & Gamble, Imagine Entertainment, Delirio Studios, MTV Documentary, Paramount, HBO, Apple, Management, Sony Pictures Television, McKinsey, Accenture —, Anheuser Busch, InBev, Gibson, Nike, Talent Locations: LA
☆ 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.
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