You will be redirected back to your article in seconds

Marketing Agency Mob Scene Acquires Social Media Branding Firm Gin + Tonic Labs

Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent.

The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who can help them tailor movie marketing content to various social-media platforms.

“The way to reach the consumer is changing so dramatically especially with the coming of social media,” said Jason Groff, executive vice president of operations at Mob Scene.

“Social media means that we can reach an audience in a much different way,” said Groff.

Mob Scene, founded in 2006, is a full-service marketing firm that cuts trailers and produces behind-the-scenes footage to promote films like “Hidden Figures,” “Logan” and “Deadpool.”

“The conversation isn’t, will there be trailers (going forward),” Groff said. “What a trailer looks like will be adapting… You could take a trailer and you can reconstruct it and take parts that can work on Instagram, Facebook and Snapchat.”

Mike Spitz, founder of Gin + Tonic, said his company has learned to be adaptable and adjust its strategy to respond to how consumers interact with social media platforms. Different platforms call for different ways of engagement. With social media, marketers can tailor content to very specific audiences.

“Gone are the days where you’re trying to create the best possible TV spot,” Spitz said. “You have to make a trailer as broad as possible. Now with social media we can refine it.”

Gin + Tonic will retain its name and become a division of Mob Scene.

More Biz

  • Doug Morris

    Doug Morris to Exit Sony Music at the End of March

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

  • Oprah Responds to Trump Tweet Claiming

    Oprah Responds to Trump's Tweet Claiming Bias in '60 Minutes' Segment

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

  • Music Theatre International

    Drew Cohen Named Global CEO of Music Theatre International

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

  • 'Daily Show's' Michelle Wolf to Host

    'Daily Show' Contributor Michelle Wolf to Host White House Correspondents' Dinner

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

  • Harvey Weinstein ousted

    Weinstein Co. Sued by Lindt Chocolatier Over Canceled Golden Globes Party

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

  • Pandora Shares Surge as Fourth-Quarter Subscription

    Pandora Shares Surge as Fourth-Quarter Subscription Revenue Climbs 63%

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

  • Eric Schneiderman

    Weinstein Co. Deal Moving Ahead After Three-Hour Meeting With Attorney General

    Movie marketer Mob Scene announced this week it has acquired Gin + Tonic Labs, a year-old entertainment company with expertise in building social media followings for top influencers and talent. The acquisition, for which Mob Scene paid an undisclosed sum, will give the company access to an in-house team of social media branding experts who […]

More From Our Brands

Access exclusive content