×
You will be redirected back to your article in seconds

Silicon Valleywood Confab Will Mine Maximum Data Strategies

As Apple’s recent star-studded event for its new TV streaming service demonstrated, the worlds of entertainment and technology are becoming increasingly intertwined — a convergence Variety will explore during its inaugural Silicon Valleywood Summit on April 23 in Menlo Park. Entertainment leaders will join tech giants on the latter industry’s home turf to discuss how the sectors are transforming each other and, by extension, the lives of people around the globe.

Bringing the two sectors together “allows them to innovate and hear where are the problems, where are the pain points, how can we make this better, how can we make this more cost-efficient?” says Mark McCaffrey, the U.S. technology, media and telecommunications sector leader for multinational professional services network PwC, a presenting sponsor.

“We think of our role at Google now as not just selling [studios] spots on YouTube or little links on Google, but more [about] leveraging Google data in ad technology to understand how the ticket purchase gets made,” says Angie Barrick, head of industry, media and entertainment at Google, who will appear on the event’s panel titled This Time It’s Personal — The Future of Addressable Engagement. “We can then start to look at what are the things that a person saw, not just on YouTube and Google, but even other places on the web, [like] the first thing they saw before they bought a ticket, and maybe the last thing they saw, and how many times did they see messaging on average that helped get them to that. It’s pretty detailed stuff.”

Barrick says the key to processing the data is focusing on priorities and not getting lost in the weeds.

“I say to my team all the time, ‘What are the three things from all of this information you have that we should be doing differently when we walk out of the room?’ ” she says.

Engagement data has also been used to craft content for such cutting-edge mobile platforms as disappearing-message app Snapchat, which recently announced it was adding 10 shows to its lineup of original programming.

Early on, “we discovered that if you were telling a story in three or four minutes, you didn’t wait until the end of it to have some big reveal, you might put it in the first three to five seconds,” says Snap original content head Sean Mills, who will be appearing on the summit panel The Art & Science of Storytelling for the Inundated Audience. “We learned about how organic mobile storytelling was working, so that when partnered with media companies, we could bring a lot to the table in terms of how stories are told differently, then they could bring a lot to the table in terms of storytelling and just their creativity.”

The summit will also feature conversations with Jim Lanzone, CEO of CBS Interactive and CBS’ chief digital officer, and Wanda Sykes (both with Variety co-editor-in-chief Andrew Wallenstein) and the panel The Blended Family — Hollywood + Tech, in which leaders navigating both worlds will discuss their views on their converging strategies and shared future.

“Ten years ago, I think there was a fairly wide chasm between Hollywood and Silicon Valley that few people could bridge, and I don’t think that’s the case any longer,” says Blended Family panelist Amy Banse, managing director of Comcast Ventures. “There are lots of conversations going on around partnerships and experimenting with new business models and new consumer experiences.

“I think there’s a mutual fascination there, and with good reason. Both places are places of big dreams, and Silicon Valley’s dreams are attractive to Hollywood and vice-versa.”

Tipsheet
What: Variety’s first Silicon Valleywood Summit
When: April 23
Where: Rosewood Sand Hill, Menlo Park, Calif.
Web: variety.com/siliconvalleywood

Popular on Variety

More Biz

  • Leaving Neverland HBO

    Judge Sides With Michael Jackson Estate in 'Leaving Neverland' Dispute

    A federal judge is leaning towards granting the Michael Jackson estate’s move to take HBO to arbitration in its dispute over the documentary “Leaving Neverland.” Judge George Wu issued a tentative ruling on Thursday in which he denied HBO’s motion to dismiss the estate’s case. Wu is expected to make the ruling final by the [...]

  • Homecoming

    Peak Storytelling Here as Podcasts, Short Form Ride New Wave

    The concept of peak TV is nothing new. But scratch the surface of original content these days, and it’s no longer about television — from podcasts and short-form video, storytelling itself is at a peak. Thanks to audio, video and other new platform companies including Gimlet, Quibi, Wondery, iHeartMedia and Serial Box, listeners and viewers [...]

  • Patti Smith Cambridge Folk Festival

    Patti Smith Muses Over the Many Ways to Tell a Story

    It’s Sept. 11, and Patti Smith has been thinking a lot about people who died. This is understandable. It is, of course, the 18th anniversary of the attacks on the World Trade Center and Pentagon, and an annual time of mourning for New York City, the city that Smith adopted as her hometown 50-plus years [...]

  • Hopper Reserve

    Dennis Hopper's Dying Wish: His Own Strain of Marijuana

    Even as celebrity brands are starting to flood the emerging Cannabis market, Hopper Reserve stands out. The brand was launched by Marin Hopper, Dennis Hopper’s daughter from his marriage to Brooke Hayward. Hopper Reserve is a gram of California indoor-grown flower, two packs of rolling papers, a pair of matches and a trading card either [...]

  • Snoop Dogg Weed

    In the Cannabis Business, Not All Star Strains Are Created Equal

    With the cannabis green rush in full swing, many celebrities are jumping into the fray with their own brands, including such well-known stoners as Willie Nelson, Snoop Dogg and Tommy Chong. But as it turns out, not all star strains are created equal, so we assembled a trio of crack experts to put the product [...]

  • Richard Branson Jason Felts

    Kaaboo Festival Acquired by Virgin Fest Owner Jason Felts

    Kaaboo, which says it has “shifted the music festival paradigm by offering a highly amenitized festival experience for adults,” is now under new ownership. Virgin Fest founder and CEO Jason Felts (pictured above with Virgin founder Richard Branson) has fully acquired all of the festival brand assets through an affiliate of Virgin Fest, the music [...]

More From Our Brands

Access exclusive content