Notes from the Promotion 2.0 panel


Mike Monello: Co-Founder and Executive Creative Director, Campfire

Ruben Igielko-Herrlich: CEO and Founding Partner, Propaganda Global Entertainment Marketing

Rob Carliner: Head of Film, Prospect Park

Daniel Scheinman: SVP and General Manager, Cisco Media Solutions Group

Tommy McGloin: Head of Industry, Media and Entertainment, Google

“Content is king.”

Carliner: “We have to make quality movies in order to create buzz. Social media is just once piece in the process. Have a great trailer, first of all. If you don’t have the trailer, you’re dead. You can not overcome the trailer. Usually the decision is a combination of various factors – buzz, broadcast advertising, social media is one component.”

Monello: “With Trueblood we did a dive into communities. Influences are all content creators of their own.”

Igielko-Herrlich: “We’re in the storytelling business – and the reality is that’s all about emotions. We receive briefs from our clients saying, ‘These are the types of people we want to engage.’ And social media reflects a certain audience — so how do you get them to spread the word? By feeding them the types of things they’re interested in and want to share. It has enabled people to not just be on the receiving end, but on the giving end. It’s not only them being fed things on somebody else’s agenda. We live in a society of consumers — how we dress, what we drive, where we live is a reflection of what we are. That’s emotion. It’s a challenge for marketers because in the old days it used to be throw it out there, mass communication, but increasingly things will require a little more finesse and more thought.”

Panelist: “When we’re talking social media and Google, Inc. – it’s really YouTube that is the platform. It might not be social media as compared to Facebook, but it’s social media. Whether it’s subscribing to a channel, commenting on a video, sharing a video — the timing is very similar to how movie marketers have worked all along, to build a crescendo of interest.”

Scheinman: “There’s an audience that wants snacks in addition to the meal of a movie, and the game is going to be about finding customers wherever they are — mobile, online, on TV and being able to talk to them.”

Carliner: “I don’t think people go to movies because they’re branded through Sony, Fox, Paramount — they make the decision based on the concept of the movie. It’s not a one size fits all. The same concept that works for a movie like ‘Crazy Heart’ certainly doesn’t work for a movie like ‘Avatar.’

Monello: “I do think that studios can get brands back. It used to be that way. And I do think entertainment entities can have brands — look at something like ‘Glee.’”

Igielko-Herrlich: “If a company gets behind a movie, the values of that brand are going to reflect the values of that movie. It does help in the marketing of it, because brands are established in people’s minds.”

Monello: “The way every project for us starts is that we dive into communities. We start by going, ‘OK – I’ve got a Sci Fi show. You start diving into the Sci Fi communities. If you start small it will generally feel organic, as long as you’re approaching the most intense, authentic fans. We don’t try to hide what it is that we’re after, it’s more about understanding what turns them on. For ‘Trueblood,’ our five-month campaign started with a direct mail to 1,100 horror fans.”

Igielko-Herrlich: “The internet for all intensive purposes is perceived as free. People have that in their head. Word of mouth is the strongest form of promotion, and lots of people are no longer doing screenings because all it takes is for one person to Twitter and say, ‘That movie was crap.’”

Igielko-Herrlich: “Video gaming is also a phenomenally interesting space. People are actually involved in the storytelling. It’s a whole new set of rules and ways of doings — the playing field has been cleared out.”

Monnello: “When I’m buying content, I expect to be able to view it whenever I want. When I buy an experience, I expect that I’ll just be able to go have that once.”

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