Business type: Content provider (movie studio)
Number of employees: Approximately 500
Job title: VP of worldwide interactive marketing and development
First ‘Net experience: Utilizing FTP (file transfer protocols) pre-Internet
Biggest challenge: Keeping true to filmmakers’ vision and themes
Favorite bookmark: www.wsj.com
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“We’re the only studio that acts like a dot-com,” says Gordon Paddison of New Line Cinema’s lean and mean infrastructure. As New Line’s veep of worldwide interactive marketing and development, Paddison is empowered by New Line’s top execs to “operate at Internet speed.”
What keeps Paddison going through his 15-hour workdays is the opportunity to creatively help realize filmmakers’ vision online.
Over the past six years, Paddison has risen through the marketing ranks: beginning his career in research, moving to publicity, and then pitching and starting an interactive marketing division.
His first project was developing publicity materials on diskettes, before there were Web sites. Then, Paddison helped launch New Line’s first Web site. That “Mortal Kombat” page generated 100,000 hits in the days when that was “unbelievably cool,” recalls Paddison.
Since then, he has developed and executed interactive campaigns for features such as “The Cell,” “Boogie Nights,” “Lost in Space,” and both “Austin Powers” films.
As the space has grown, so have Paddison’s challenges, especially determining which opportunity is appropriate for a brand and knowing which system will scale. New Line’s interactive marketing strategy is simple: author once and use everywhere, enhancing the distribution life cycle of a property.
For “The Lord of the Rings” trilogy (www.lordoftherings.net), the exec met with the film’s director and producers, devising a strategy that does justice to the production. Paddison expects the site to build anticipation for each of the individual films’ releases as well as become an Internet destination that is a textured and graded experience on its own.