Dan Luxenberg’s Post

GOOD EXAMPLE of mobile-first coverage in entertainment from the Golden Globes on Sunday, bringing fans onto the red carpet with an authentic POV Seeing the stars like Zendaya, Nicole Kidman, and Selena Gomez up close like that hits differently than the polished broadcast footage. A few related insights: - Be prepared to activate around any live event, with workflows in place to make the most of captured content the day of and in the future - Have multiple creators roaming so you don't miss anything, ideally with a central hub to manage and access all the content in real-time - Utilize Highlights (like the Golden Globes did on their IG), among other tactics (ask us!) to get value out of that ephemeral content beyond the event day - Distribute that content to talent and their key stakeholders (agents/publicists, production companies behind their nominated work, etc.) We're fortunate to work with some of the biggest entertainment networks and companies around the globe and we're excited to he them innovate with short-form content in the year ahead!

When Art Blows Up in Advertising What happens when the worlds of contemporary art and promotional storytelling collide? Netflix's latest campaign is the perfect example. To tease the second season of The Recruit and highlight upcoming releases, the streaming giant partnered with the renowned Portuguese iconic artist Alexandre Farto Aka Vhils. The result? Pure magic! This isn’t just about promoting a series; it’s about merging creativity with commerce, using art to make storytelling more dynamic and memorable. It’s proof that when art and advertising join forces, the result can be both captivating and meaningful. Huge shoutout to my mates at Ghost Creative Productions for helping bring this masterpiece to life! This is what happens when creativity, art, and storytelling collide. #ArtMeetsAdvertising #TheRecruit #creativity #vhils #advertising

🎬 Lights, Camera, Action: Take Your Campaign to the Next Level! 🚀 As Universal's Wicked and Paramount's Gladiator II soar to box office success, their marketing strategies offer a clear lesson: well-crafted, data-driven campaigns drive real results. Wicked earned an estimated $114 million, shattering the record for Broadway musical adaptations while Gladiator II debuted with a strong $55.5 million. From multi-platform campaigns to creative partnerships (think Airbnb + Colosseum for Gladiator II or Starbucks + Lexus airing spots on Hulu, YouTube, and linear for Wicked) these blockbuster successes show how targeted marketing can generate massive buzz. At DirectAvenue, we specialize in delivering dynamic TV/CTV ad strategies that captivate your audience, amplify your message, and maximize ROI. Let’s take your next campaign to the next level and emulate the success of these blockbuster films. Ready to chat? #Wicked #Gladiator2 #BlockbusterFilms #Marketing #Campaigns #ROI #Data #Success #DirectAvenue #TVads

THE :30 SPOT IS DEAD!!!! OR IS IT? For the past couple of years many of us who work in the film and video worlds have been trying to figure what the future holds. We are experiencing the biggest technological shake up since TV Networks started broadcasting coast to coast almost 75 years ago. Every sector of video content is being impacted having a dramatic negative effect on almost all us who work in it. Massive unemployment mixed with the fear that AI, corporate consolidation and Social content is going to make most of us irrelevant. The soothsayers are all saying that we are doomed!!! The flip side is that if you look at the past, most who ever made a predication about the future of film or tv have been usually wrong. So when people make a statement much in the way of the headline above be wary because as, William Goldman, who wrote "Bunch Cassidy and the Sundance Kid" once said..."Nobody in Hollywood knows anything and if they say they do, they are lying" So what I have been trying to do of late is to look at presenting or proposing projects, pitches etc outside of the box that gives brands, creators and filmmakers options to integrate sponsors in an organic way. With ideas like... Can a documentary subject connect with a brand organically that they can sponsor? (Like the PBS model) Is there a video music concert special that an advertiser may want to get behind? Are there opportunities to integrate other forms of technology (VR, AR, Volume, even AI) into a project to open them up to new brands and other audiences via gaming platforms, or in person? Or even feature films, "The Blob: (1958 version) was financed by a church and The first Willy Wonka was paid for by Quaker Oates so they could sell Wonka Bars. I think there will always be some version of the traditional :30 second spot because for various brands it works and makes sense. But for others on both the advertising and creator side we all need to think about how to expand in other areas we wouldn't of have thought of in the past to survive and thrive in the future. Curious what you think. #brands #ads #advertisers #sponsors #publicrelations #pr #marketing #film #filmmaking #filmproduction #productioncompany #tv #television #tvproduction #broadcast #broadcasting #tvnetworks #networks #cabletv #cable #streaming #streamers #social #socialnetworking #documentary #documentaries #volume #Virtualreality #VR #Augmentedreality #AR #Artificalintelligence #AI #future #content #contentcreator #creator #creativity https://lnkd.in/eDsh_gwV

"The movie business has gone from number one to number five, in terms of what a young person might do on a weekend." Was struck by this line in an informative Q+A with Tom Rothman by Mike Fleming Jr. in Deadline Hollywood. For my generation, content choices were often dictated by scarcity. Watch one of four choices on the living room TV. Watch whatever movie wasn't sold out and fit my parents drop-off schedules. Listen to whatever 12 CD's Columbia House would give me for a penny before I could cancel the subscription. Today, my children have a paradox of choice. The entire back catalogue of Hollywood is only a few clicks away. New original content is as relentless as it is required. Social Media is easy and omnipresent and to most in GenZ, urgent. Getting a younger audience to prioritize the time, money and effort it takes to go to a theatre is no longer successfully motivated by a splashy billboard and 30 second spot on Must See TV. They need more. This is where #creators come in. The connection that younger audiences feel to creators breeds a loyalty and engagement that used to be saved for brands like Nike, Coca-Cola and Mercedes-Benz. Part of your identity would revolve around the shoes you wore, the soda you drank and the car you drove. Now it's about the creators you follow. The community you are a part of. You follow their accounts, watch their streams and buy the products they endorse. They are the brand. And their involvement in a project could be the silver bullet that cuts through the paradox and makes the choice. Creator and Influencer driven film projects are the future. And that future is now. Night #creators #content #community #choice

TV and movie audiences are hungrier than ever for originality, from The BBC’s Traitors to Netflix’s Baby Reindeer and box office behemoths like Barbie and Oppenheimer. But they’re also more unpredictable in their tastes, and for film distributors and streamers looking to attract audiences, it’s a highly competitive space. 🔥 In such a complex market, how can entertainment advertisers make a meaningful impression?🤔 Clear Channel UK's latest category release, 'Unmissable Entertainment', is here to help you to steal the spotlight and dazzle audiences. Expertly directed and produced by Richard Caddy, Clear Channel UK's Client Partner, it’s packed with tips and insights to help Entertainment advertisers to tell their stories with reach, scale and impact. Visit their hub for a snapshot of the insights available and to request your copy of the deck – and that’s a wrap! 🎬 https://okt.to/S2wPFD #Entertainment #Advertising #PlatformForBrands

Participant Media, Studio Behind 'Green Book' and 'Spotlight,' Is Shutting Down. “I founded Participant with the mission of creating world-class content that inspires positive social change, prioritizing impact alongside commercial sustainability. Since then, the entertainment industry has seen revolutionary changes in how content is created, distributed and consumed.” - Jeffrey Skoll, Founder, Participant Not surprising, yet another wake-up call. The sharp decline in traditional media models underscores the fading appeal of old Hollywood and linear business models, which are clearly unsustainable. It’s no longer just about creating content—it’s about developing exceptional content that resonates universally, appealing to global audiences in a digital age where consumer habits are rapidly shifting. The Film and TV industries are navigating tumultuous waters marked by swift technological advancements, evolving consumer behaviors, and the relentless pursuit of innovation to engage fragmented audiences. We are witnessing the rise of digital streaming and ad-supported platforms, which are not survival tactics but strategic moves to tap into new revenue streams such as targeted, shoppable ads that enhance viewer engagement. These innovations cater to an audience that demands flexibility and diversity in content.  As we navigate this transformative era, we must embrace new digital paradigms and community-centric approaches, with relentless innovation, to shape a future where entertainment is not only interactive and inclusive but impactful. We are more than mere participants in the media landscape; we are the architects of a new paradigm. Those who adapt are the ones that will not just survive but thrive. #MediaDisruption #FutureOfEntertainment #ContentRevolution #EntertainmentIndustry #NextGenMedia #CommunityBuilding https://lnkd.in/ebK_8kxs

Consider the Reel 360 News Team blown away. There are spots we like. Spots we love and then there is the creative Netflix delivered yesterday. Mind blown. We weren't ready! Netflix’s latest brand campaign isn’t just teasing what’s next—it’s pulling audiences straight into the action. #Advertisingagency #Advertisingnews #MEgaforce #MustRead #Netflix #UnitedStates #WiedenandKennedy #Wieden+Kennedy

Hollywood's future is evolving at the crossroads of creativity and Wall Street strategy. Dive into how studios like HBO and Bravo are reshaping their approach to storytelling, content, and profitability

With entertainment budgets tightening and the industry in flux, brands have a unique opportunity to reshape the future. 🎬 In the latest #entertainmentdisrupted, dentsu’s Global Head of Entertainment, Cathy Boxall, explores how deeper, more considered involvement in IP can help brands navigate these tough times and drive real impact. Learn more: https://lnkd.in/eSyyh9d5 #InnovatingtoImpact #dentsuEntertainment LBBonline - Little Black Book