×
You will be redirected back to your article in seconds

Strictly Business Podcast: Marvel’s Marketing Guru on Partnership Power

“Avengers: Infinity War” and American Airlines.
“Black Panther” and Lexus.
“Guardians of the Galaxy” and Doritos.

At first blush, some of Marvel Entertainment’s most successful blockbusters and Madison Avenue’s well-known brands might not seem to have much in common. But in the latest episode of the new Variety podcast “Strictly Business,” Mindy Hamilton, senior VP of global partnerships and marketing at Marvel, reveals the delicate art of how she pairs consumer products and her studio’s productions to achieve maximum promotional power.

The partnerships Hamilton engineers with blue-chip brands are an increasingly important part of marketing mix that allows content companies like Marvel to reach additional audiences that exceed the grasp of traditional staples like billboards and 30-second spots.

But it’s not as simple as just jamming as many product plugs as you can into a two-hour movie, Hamilton told Variety co-editor-in-chief Andrew Wallenstein.

“Brands are getting savvy about this space,” she said. “What they want to avoid is what we at Marvel call the logo parade.”

Brand integrations are but a small part of how these partnerships work; more deals don’t have placements in the programming itself than do. “The single biggest mistake that a brand unfortunately will make is thinking they have to be in the film. I get the attraction. When it’s right, its amazing. When it’s not, brands can be disappointed,” she said.

Listen to the podcast below for the full interview, or check out previous Strictly Business” episodes featuring comedian/actor/producer Kevin Hart and ICM agent Esther Newberg. A new episode debuts each Tuesday and can be downloaded on iTunes, Google Play, Stitcher, and SoundCloud.

More Biz

  • WGA Agency Packaging Fight Placeholder Writer

    Gersh Agency Stirs Ire After Canceling Network Meeting for Former Client

    In a sign of hostility in the war between the WGA and Hollywood’s largest talent agencies, Gersh Agency has come under fire from TV and film writers for canceling a network meeting that it had arranged for a now-former client. Writer Jorge Reyes disclosed the incident in a series of tweets on Monday. Reyes asserted [...]

  • Streaming Placeholder

    TikTok Owner Preparing Streaming Service to Rival Spotify (Report)

    ByteDance, the Beijing-based owner of the TikTok video app, is developing a paid streaming music service aimed at the same emerging markets that Spotify and Apple are seeking to explore, according to a report in Bloomberg. The app could be introduced as early as autumn, according to the report, which adds that the company has [...]

  • Stranger Things

    Coca-Cola Will Revive New Coke in Alliance With Netflix, 'Stranger Things'

    A rush of TV watchers to streaming video has prompted Coca-Cola to test an interesting pour. Coca-Cola will bring New Coke back to market for a brief time, all part of a partnership with Netflix, which has featured Coke in its cult-favorite series “Stranger Things.” The third season of the series, set in 1985, will [...]

  • Doug Davis and Jodie ShihadehVariety Power

    Jodie Shihadeh Named Partner at The Davis Firm

    Jodie Shihadeh has been named Partner at The Davis Firm, PLLC. She joined the firm in 2011 and rose from associate to Managing Attorney and now partner. She graduated from Boston College and received her law degree from Fordham University School of Law in 2011. While still in law school she interned in the Business [...]

  • Peak TV Saturation TV Placeholder

    Nickelodeon Alum Keith Dawkins Sets Kidvid Partnership With Believe Entertainment Group

    Former Nickelodeon executive Keith Dawkins has partnered with Believe Entertainment Group to develop children’s programming. Dawkins will partner with Believe under his newly formed Rock Hill Media Ventures, which aims to advise companies in media, entertainment and sports on working with diverse and emerging talent. Dawkins previously spent 17 years at Viacom, most of which [...]

  • CBS Studios Exterior

    CBS Credit Union Manager Pleads Guilty to $40 Million Fraud

    The manager of a credit union for CBS employees pleaded guilty in Los Angeles federal court on Monday to a $40 million embezzlement scheme. Edward Rostohar, 62, was arrested in March after the scheme began to unravel. According to prosecutors, he admitted to stealing money from the bank for the last 20 years. Rostohar is [...]

  • Norman Reedus as Daryl Dixon - The

    CAA's Packaging Fee Becomes Flashpoint in 'Walking Dead' Litigation

    UPDATED with new statement and response filing The issue that is at the heart of the WGA’s present standoff with talent agencies has flared up as a source of tension in the litigation between AMC Networks and Frank Darabont and CAA over profit participation on “The Walking Dead.” Attorneys for Darabont and CAA called AMC’s [...]

More From Our Brands

Access exclusive content