×

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

  • Terry Wakefield Exits Sony/ATV to Head

    Terry Wakefield Exits Sony/ATV to Head Up A&R at UMPG Nashville

    After a decades-long tenure at Sony/ATV Nashville, Terry Wakefield has followed another alumnus, Troy Tomlinson, across town to take a top position at Universal Music Publishing Group Nashville. Wakefield is senior VP of A&R at UMPG after having been senior VP of creative in his previous post. Personal loyalty to Tomlinson, UMPG Nashville’s recently named chairman/CEO, [...]

  • Sally Williams at PBS Country Music

    Sally Williams to Leave Longtime Opry Home for Top Post at Live Nation in Nashville

    Nashville executive Sally Williams is leaving Opry Entertainment, where she rose to the top over a two-decade tenure there, to join Live Nation’s regional office as the president of Nashville music and business strategy, the company announced Monday. Live Nation said Williams will not only lead programming and marketing for their concerts in the area, [...]

  • Fourward

    Management Company Fourward Taps Christopher Burbidge as Head of Talent Division

    Will Ward’s management company Fourward has promoted long-time colleague Christopher Burbidge to head the company’s rapidly growing talent division, while also promoting Brooke Blann to manager in the company’s music division. Both Blann and Burbidge are based in the company’s Los Angeles office and will continue to report directly to Ward. Burbidge works closely on [...]

  • Writers vs Agents Packaging War WGA

    Kaplan Stahler Agency Signs Modified Code of Conduct in Win for WGA

    Kaplan Stahler has become the latest agency to sign the Writers Guild of America’s (WGA) modified code of conduct in a win for the Guild. In a message sent out to WGA members today, the negotiating committee wrote that the agreement with Kaplan Stahler “bans packaging fees and agency-affiliated production companies and, through information-sharing, makes [...]

  • London's CODA Agency Formally Becomes a

    Paradigm Agency Formally Absorbs London's CODA Into the Fold

    After five years of working together, London’s CODA Agency has formally become a part of Paradigm and will continue under its U.S. partner’s banner. The London office of what is now a fully integrated Paradigm will continue to be led by Alex Hardee, Tom Schroeder, James Whitting and Dave Hallybone. In a statement otherwise laden [...]

  • WGA Agents Dispute Placeholder

    Agencies Seek to Hold Key Court Hearing Before WGA Elections

    The four major agencies asked a court on Monday to expedite a key hearing in the Writers Guild of America lawsuit, as the agencies seek to have portions of the case thrown out before the WGA’s internal elections in September. The WGA and the unions are still waging a legal and public relations battle over [...]

  • Sonja Plack Cocaine Possession

    'The Chi' Actress Sonja Sohn Arrested on Cocaine Possession Charge

    Sonja Sohn, the actress who appears on “The Chi,” was arrested over the weekend in North Carolina on a charge of cocaine possession. Sohn, best known for portraying Det. Kima Greggs on “The Wire,” was booked and released from the Dare County Detention Center in Manteo, N.C., according to a statement from the Dare County [...]

More From Our Brands

Access exclusive content