With nearly 80% of consumer spending on home entertainment now going toward multiple SVOD subscriptions, studio marketers are working harder than ever to drive transactional sales of movies and shows, both physical and digital.
Their overarching goal is to remind consumers that it is still possible to buy (and rent) movies and shows individually, and not just as part of an all-you-can-watch monthly subscription plan. They also need to clearly demonstrate the benefits of ownership, including better quality, a much-wider selection of product, and the reassurance that once you buy something, it’s yours and unlikely to disappear one day, as so many of our favorite movies and shows have vanished without a trace from Netflix.
For the fourth year, Media Play News is honoring the top studio marketing campaigns of the past year (April 2021 through March 2022), and the teams that made them happen.
The Power Campaigns
■ F9: The Fast Saga
Universal Pictures Home Entertainment
UPHE released the $726 million global theatrical blockbuster F9 in home with a premium rental offering just five weeks after the film’s chart-topping run at the box office. Supported widely by digital retail partners and broad national advertising, the PVOD marketing campaign drove home messaging to consumers that the event film was coming straight from theaters into their homes for the first time ever.
As the title transitioned into the traditional home entertainment window, the campaign trained its focus on effectively differentiating from the PVOD release. Delivering a standout collectible offering, UPHE leaned heavily into the value of ownership with an all-new, highly anticipated director’s cut.
Leveraging the film’s massive star power and worldwide franchise appeal, UPHE focused on communicating the exceptional value proposition for this offering by fashioning a full-scale breakthrough marketing campaign designed to further entice and engage fans with two versions of the film and exclusive bonus content with even more spectacular action.
Elevated to the “must-own event of the year,” the campaign advanced with a far-reaching social announce push, supported in part by the film’s own megastars, Vin Diesel and Chris (Ludacris) Bridges, who shared custom content on their Instagram accounts, reaching a combined total of more than 92 million followers.
Publicity efforts were also expansive, anchored by F9 Fest, an immersive, multi-layered experience for domestic, international and multi-cultural press, influencers and fans. Marking a highly awaited return to in-person events since the start of the pandemic, the Fest drew attendees inside the world of F9 with such activities as a press interviews with director Justin Lin, cast members including Jordana Brewster, stunt coordinators, VFX leads and the costume designer; a rooftop zipline stunt experience inspired by the film; an F9 Museum featuring vehicles, costumes and props; an exclusive screening of F9: The Director’s Cut; multiple custom photo ops; and more.
These efforts were bolstered by impactful organic social media, which captured nearly 40 pieces of original content for Facebook, Twitter, Instagram, TikTok and YouTube, as well as a targeted influencer program and specially hosted trivia nights on UPHE’s own All Access Rewards loyalty channel that were livestreamed on Facebook and YouTube across three separate nights. Cumulative reach across these efforts topped 30 million impressions.
Finally, the campaign was complemented by huge media support across network, cable and digital, resulting in a combined 770 million impressions, and was rounded out by top placements across both digital and physical retail.
■ Ghostbusters: Afterlife
Sony Pictures Home Entertainment
Released in theaters right before Thanksgiving, the home entertainment release in January/February capitalized on the height of awareness and allowed families, who were still leery of going to the theater, to enjoy the film sooner at home.
The global marketing team positioned the ‘PG-13’-rated Ghostbusters: Afterlife as both the follow-up to the franchise that fans had been waiting for and a fun family movie. The team focused on a broad, dual-pronged campaign with focused hits.
Media support included high-profile sports and prime hits. The social media team leaned into both fan content — highlighting Easter eggs and Ghostbusters gadgets — and content targeted toward families, including a “movie night” influencer campaign.
Press opportunities were robust, as many members of the cast did broadcast and radio interviews in support of the home entertainment release. And two Twitter watch parties — planned to the digital release and the physical release, with parent bloggers and an editorial outlet — allowed fans and families alike to join in and watch the movie together.
The immediacy of the home entertainment release, along with this strong, dual-pronged campaign approach, allowed for a very successful result.
■ The Hunger Games: The Ultimate Steelbook Collection
To celebrate the 10th anniversary of the blockbuster first film in the “Hunger Games” franchise, Lionsgate released a commemorative 4K + BD + Digital Steelbook featuring all four movies in collectible packaging, marketed as The Hunger Games: The Ultimate Steelbook Collection.
The Lionsgate creative team worked with 10 female artists across the globe to create stunning illustrations of Katniss Everdeen and hand-drawn illustrations of iconic quotes from the franchise. The Steelbook collection announcement received positive feedback on social media and in the press.
Lionsgate followed the announcement with a 10-day organic social campaign highlighting the Steelbook artwork. Lionsgate utilized Instagram’s “Collab” feature to amplify reach and total engagement by cross-posting on the Lionsgate Brand accounts and the “Hunger Games” accounts.
Additionally, in celebration of Women’s History Month, Lionsgate’s production team created and released a 20-minute documentary, titled Women on Fire — The Artists of The Hunger Games: The Ultimate Steelbook Collection about the creation of the collection and the incredible female artists behind it: Flore Maquin, Ise Ananphada, Alice X. Zhang, Tula Lotay, Paige Reynolds, Aracely Muñoz, Gemma O’Brien, Lauren Hom, Meni Chatzipanagiotou and Gia Graham.
■ The Godfather: 50th Anniversary
Paramount Home Entertainment
In celebration of the 50th anniversary of Francis Ford Coppola’s Academy Award-winning masterpiece The Godfather, Paramount and Coppola’s production company undertook a painstaking restoration of all three films in preparation for a limited theatrical run and a first-ever 4K Ultra HD release.
Paramount Home Entertainment launched a year-long campaign to celebrate the landmark anniversary and engage longtime fans while also reaching new generations through unique creative executions, strategic partnerships, multiple publicity events, targeted media and social activations.
The campaign kicked off with a new trailer launch followed by a gala street-naming ceremony on the Paramount lot for Francis Ford Coppola. The event included a red-carpet premiere with members of the cast in advance of the global theatrical re-release in the United States and 18 additional territories.
To generate additional publicity timed to the 4K Ultra HD release, Coppola was honored with a star on the Hollywood Walk of Fame and a screening was held at the new Academy Museum. To entice fans, the product offering included a Limited Collector’s Edition with a hardcover coffee table book, portrait art prints, and extensive new and legacy bonus content.
Efforts culminated on the Sunday following street date in a special celebratory moment during the Academy Awards, which featured an introduction by Sean “Diddy” Combs and appearances by Coppola, Al Pacino and Robert De Niro. In addition to massive publicity around each event, extensive coverage was secured worldwide in hundreds of top outlets through cast interviews, exclusive clip debuts, rare behind-the-scenes photos and more, ultimately generating more than half-a-billion impressions.
Media support across broadcast, digital and print included a stand-out billboard in New York’s Times Square and spots promoting the home entertainment release appeared during Paramount Network’s airing of The Godfather Trilogy. Social media amplified all event coverage and created custom content across title and studio channels throughout the campaign to reach a wide array of audiences.
The studio will continue to celebrate the legacy of The Godfather with a dedicated podcast in the summer and a special exhibit at the Academy Museum in the fourth quarter. Ultimately, the global marketing efforts have resulted in a campaign befitting one of the greatest films in cinematic history.
■ Spider-Man: No Way Home
Sony Pictures Home Entertainment
As the entire world enthusiastically embraced the movie in theaters with more than $1.8 billion in box office revenue, the home entertainment campaign started out with a huge bang.
The marketing team launched a global announce on Feb. 23, aligning in key markets all over the world, with a re-creation of the famous “Pointing Spider-Men” meme, featuring Tom Holland, Tobey Maguire and Andrew Garfield. Launched on social media platforms across Sony, Spider-Man, Marvel and Tom Holland’s profiles, the meme set the internet on fire, climbing up to be the No. 6 top-performing Instagram post of all time and getting unprecedented press pickup with more than 2.2 billion impressions.
As part of the announce, a sizzle reel highlighting more than 80 minutes of bonus features — including a gag reel, Easter eggs and more of the three Spideys — was released to press and social media channels, amassing more than 4 million views in just one day.
Following the announce, retailers kicked off a “countdown” campaign sale, featuring the entire franchise of “Spider-Man” movies, supported by custom merchandising, CRM, and social developed by the marketing team.
Going into the digital release, key to the marketing campaign was fresh and bespoke content. From a publicity perspective, clips from the bonus materials were strategically released. Two custom assets led by the content and digital marketing teams, “Making of the Meme” and “The Amazing Peter #3,” an insights-based answer to social chatter, generated over 4 million and 8 million views, respectively.
The media team assembled a massive campaign, activating support across premiere placements in sports, prime, network, cable, CTV and digital programming. They struck up partnerships with sports influencers George Kittle of the San Francisco 49ers and Ja Morant of the Memphis Grizzlies.
Kittle created a custom post for his 1.3 million followers on Instagram and Twitter, generating 307,000 IG infeed views and 44,000 Twitter views in one day. Morant filmed a custom 30-second promo, queuing significant social engagement and speculation from fans and generating more than 4 million views in one week.
Custom merchandising takeovers developed by the marketing team, along with prime placements, left no one unaware that the movie was available to own.
To sustain the marketing momentum in the digital release window, the global marketing team launched a watch party, with an introduction by Tom Holland and promoted by influencers receiving “movie night” kits, as well as social support from Marvel and promotional partners.
Prize packs were also given to a limited number of lucky participants.
With a focus on fresh and bespoke, insights-based content, this campaign generated record-shattering results.
■ Smallville: The Complete Series
Warner Bros. Home Entertainment
The 20th anniversary of the premiere of “Smallville” on CW was Oct. 16, 2021. To celebrate this milestone, Warner Bros. Home Entertainment released Smallville: The Complete Series on Blu-ray Disc for the very first time just three days later, on Oct. 19. New packaging with 20th anniversary key art was designed for this boxed set, which includes 40 Blu-ray Discs containing all 218 episodes plus two additional DVDs featuring more than 28 hours of previously released bonus content.
The anniversary date fell on the same day as DC FanDome 2021.To capitalize on this fortuitous timing, a “surprise and delight” campaign was developed, timed to a cast reunion during the big DC virtual event. A new trailer kicked off the reunion, and moderator Tiffany Smith interviewed Tom Welling and Michael Rosenbaum while messages from series actors, including Kristin Kreuk, John Glover, Justin Hartley, James Marsters and many others, were played throughout the nine-minute segment. A longer 20-minute extended reunion video was released on the WBHE YouTube page at the conclusion of the DC FanDome segment, racking up more than 715,000 views. A media blast about the extended cut was sent to the press and talent touted it on their socials.
Welling, Rosenbaum and Kreuk also participated in interviews with top-tier and genre outlets including Yahoo!, EW.com, ET Online, TV Line, TV Insider, IGN, Collider and many more. Interviews were embargoed until after DC FanDome and generated more than 42 million impressions.
A two-week paid media flight began immediately following DC FanDome. Ads were posted on the WBHE Facebook and Instagram pages. At retail, the title was prioritized within the Amazon Always on non-branded ads surrounding the Blu-ray Disc release.
■ Jungle Cruise
Disney Media & Entertainment Distribution
Just one month after Jungle Cruise arrived in theaters — and simultaneously on Disney+ with Premier Access — the In-Home team made the case for ownership, and helped ensure a successful in-home release across multiple windows.
They began a campaign aimed at families with kids 14 and under, as well as multicultural opportunities with the Black and African-American, AAPI and LGBTQ+ audiences. Marketing strategies included leaning into the Disney brand and paying homage to the theme park ride that inspired the movie in order to engage with families and Disneyphiles.
With the main cast all having made multiple press appearance recently, the In-Home team, while still embracing the playful banter between stars Dwayne Johnson and Emily Blunt, pivoted to other creative opportunities. One emphasized the thrilling elements that brought the film to life, including the animals in the Amazon Rainforest. Another differentiation of the in-home push was collectability messaging. Bonus clips and previously unseen footage of the cast were utilized for a series of press exclusives that stressed the must-own nature of the release. As a result, the title attained digital and physical sales well above target.
Campaign highlights included partnering with DisneyBounders — the fashion-forward way for fans to show their love for Disney. Instead of wearing full-on costumes as cosplayers do, DisneyBounders dress up in stylish, everyday outfits (known as DisneyBounds) that are inspired by a particular character. A special Jungle Cruise-themed content day was created at Disney World that provided the perfect platform for key influencers to generate content that created millions of impressions.
A partnership with Trader Joe’s List, the popular social channel that is known for its Trader Joe’s shopping lists, reviews and recipes, also paid dividends. Trader Joe’s List went live on street date for a Jungle Cruise-themed haul at the store, and then created content inspired by the film, including multiple story slides, one giveaway post, and a video post on Instagram and YouTube, reaching the channel’s 1.7 million followers numerous times.
Finally, the October release date offered a few more opportunities. Walt Disney World celebrated its 50th anniversary that month and gift bags were created for the events, which included a digital code for Jungle Cruise. And, in celebration of Halloween, the In-Home team partnered with popular dog influencers and influencers with dogs to share Jungle Cruise-themed content tied to the holiday. To get the influencers in the spooky spirit, they were each sent a themed package, including a dog costume inspired by an animal found in the Amazon, a pumpkin hide-and-seek plush and Amazon-themed animal toys, along with boo-bites snacks and hats for the “paw-rents” to dress up, too. Each influencer also received a Jungle Cruise Boo-ray. The result was an additional 2.6 million estimated impressions.
These varied and inventive approaches not only saw overall sales targets exceeded, but also illustrated that a successful in-home release was possible across multiple windows even with a compressed timeline.
■ Harry Potter and the Sorcerer’s Stone: 20th Anniversary
Warner Bros. Home Entertainment
November 2021 marked the 20th anniversary of the theatrical release of the beloved Harry Potter and the Sorcerer’s Stone, the first film in the tremendously successful film franchise featuring eight Harry Potter films.
The Warner Bros. Home Entertainment marketing team — as managers of the Wizarding World franchise for home entertainment and custodians of its ongoing film lifecycle — worked hand-in-hand with WB’s cross-functional teams to initiate a strategy to celebrate this momentous occasion, secured buy-in from key stakeholders, and supported a year-long, global, enterprise-wide effort.
WBHE commissioned and released Harry Potter and the Sorcerer’s Stone: Magical Movie Mode on digital and physical — a whole new way to experience the film with pop-up commentary from director Chris Columbus, trivia, fun facts, deleted scenes and much more.
WBHE also developed a full suite of creative assets that was shared across all teams, divisions and partners globally via turnkey toolkits that maintained a consistent look and feel. These assets included hero artwork that re-imagined the original theatrical one-sheet, an accompanying line look across all Wizarding World films including Fantastic Beasts, refreshed trailers and spots, a full year of social media assets, and a printable activity packet to accompany movie viewings across various platforms, whether fans chose to watch their own copies at home, stream on HBO Max, or tune into airings on TV.
The culmination of the campaign found WBHE hosting a global press and content day with franchise founding director Chris Columbus that serviced the needs of many partners. WBHE also held an influencer screening, which along with mailers resulted in more than 10 million potential impressions. WB Studio Tours Hollywood’s new Harry Potter exhibits served as the stunning backdrop for the press day and film screening.
Retailers such as Apple supported the campaign with storefront merchandising and on social media. Additionally, an exclusive Anniversary Collector’s Edition with special Hogwarts Express packaging was created for Amazon.
WBHE supported HBO Max strategically with the release of Magical Movie Mode on Nov. 4, timed to the actual anniversary of the original film’s theatrical release. HBO Max, in turn, created an anniversary destination on the platform that leveraged WBHE’s key arts. A selection of extra bonus content throughout the year also was made available to further engage viewers.
The Harry Potter Global Franchise Development team leveraged the 20th anniversary to create a campaign around 20 iconic moments of magic from the film. Wizarding World Digital developed that idea into an online hub for fans on the Wizarding World website. The franchise team also amplified many of the social assets created by WBHE, including two fun filters, for use worldwide.
WB Consumer Products created programs to eventize the moment at retail. Licensee products figured heavily in home entertainment influencer unboxings and in activity packets with recipes and more. Additionally, influencer videos with domino artist and YouTuber Hevesh5, who integrated Magical Movie Mode product into one of her Harry Potter masterpieces, logged 25 million views alone. And Themed Entertainment rolled out cafés in Harry Potter-crazed Japan, using WBHE’s creative assets.
WB’s Alternate Content team re-released the first film with hundreds of screenings worldwide, featuring home entertainment artwork on posters, and included a 10-minute preview of Magical Movie Mode that played after the main feature.
The 20th anniversary of Harry Potter and the Sorcerer’s Stone amounted to a year of truly unforgettable magic.
■ Venom: Let There Be Carnage
Sony Pictures Home Entertainment
As the world began to come out from under the heavy weight of the pandemic, and theaters began to open wider, Sony Pictures launched Venom: Let There Be Carnage in theaters in October 2021. This set the stage for a ramped-up home entertainment campaign that focused on the strong franchise and ideal holiday timing.
The global marketing team deftly re-positioned the home entertainment launch to holiday audiences looking for a bit of popcorn entertainment at home over the Thanksgiving and winter holidays. Media and digital marketing created hyper-focused assets to reach all audiences 13 and up.
The social media team leaned heavily into engaging content on key platforms to reach young audiences with tongue-in-cheek campaigns that reflected the lighthearted interplay that audiences loved in the film. Tactics included conversational and seasonal GIFs, AR effects for Instagram and Facebook, with QR code on in-store displays, and custom content like the rom-com spoof which aimed at showcasing the action film as a seasonal rom-com.
Timed to the season, the social team created a 10-hour Venom-themed Yule log where audiences could pop on YouTube and enjoy a crackling fireplace alongside quips and dialogue between Venom and Eddie as they enjoyed hot chocolate. RVOD customers also enjoyed programming the Yule log into their barker channel for added fun and visibility.
A key pillar of the marketing campaign was to showcase more than an hour of behind-the-scenes footage and special features. Part of this was an exclusive deleted scene that grabbed more than 6 million views on YouTube alone.
From a publicity perspective, press and influencers continued to share their love of Venom. To blow out the release, publicity enlisted a popular rage room space in downtown Los Angeles where they themed out multiple rooms to Eddie Brock’s apartment. Upon arrival, all participating press and influencers got geared up with highly desired “Eddie B.” branded coveralls and went into their assigned room to take out their rage like Venom. One of the biggest hits was the creation of Mrs. Chen’s Mobile Convenience Store, where Peggy Lu (as Mrs. Chen) hung out for the entire day and conducted interviews, photo ops, and helped distribute iconic “Chen’s Market” tote bags. This day had a social reach of 69 million.
The media team created massive awareness by taking a data-driven approach that identified and ultimately converted key audiences. Tactics included leveraging first-party data, contextual targeting and affinity targeting. To spike urgency among young males and dads, Sony Pictures marketers activated across key sports events such as NFL Sunday football as well as NBA programming and further broadened out by blanketing networks such as NBC and ABC, and various cable networks.
All these unique ingredients brought the action and fun together and resulted in an immersive movie-watching experience.
■ Yellowstone: Season 4
Paramount Home Entertainment
Based on the “Yellowstone” season three cliffhanger and the series’ explosive viewership growth, Paramount Home Entertainment was prepared with a season four home entertainment marketing campaign that spanned six months and established Yellowstone: Season 4 as the biggest TV season release since the final season of “Game of Thrones.”
PHE capitalized on the fan frenzy leading up to the November season premiere in multiple ways. Season four was made available for pre-order through digital retailers four weeks before the premiere. Supported by a digital marketing campaign that reached the series’ growing audience via Roku as well as social platforms Facebook, Instagram, TikTok and Reddit, season four registered a stunning 100,000 season pass pre-orders in addition to increased sales of the first three seasons.
To promote the disc release, the home entertainment marketing team launched a highly giftable line look with custom decals for seasons one, two and three. The collectible catalog program achieved support equivalent to a theatrical new release across brick-and-mortar and online channels during the season four broadcast window and holiday season.
As the season came to a close in early January, focus shifted to the season four disc campaign. While the DVD and Blu-ray Disc were made available for pre-order after the season premiere, PHE synchronized its release date announcement to the season finale. Online marketing and social media efforts spiked disc pre-orders by teasing the release’s four hours of special features, including never-before-seen featurettes that deliver on “Yellowstone” fans’ desire to delve deeper into the compelling world created by Taylor Sheridan.
As the March 8 release date approached, the marketing campaign targeted both longtime fans of the franchise as well as new viewers just now engaging in the cultural conversation about the series. The media campaign delivered high-profile spots during sports and scripted series, and Paramount Global brought to bear the power of its portfolio with company-wide support from CBS, Paramount+, Paramount Network, CMT, Smithsonian and other networks.
Public relations efforts were supported by cast members Jefferson White (“Jimmy”) and Jen Landon (“Teeter”). An innovative influencer campaign with experienced creators in metal working, glassblowing and farrier work re-imagined the iconic Y brand while champion lassoers and cowboy cocktails created festive moments for the release. Organic social and influencer superfan posts drove awareness for more than 30 million followers and fans of the show.
Grassroots marketing across the country reached radio and podcast listeners, with a targeted focus on country and western. To further bolster word-of-mouth, Yellowstone: Season 4 was featured in pre-show advertising and print programs at world-renowned live music venues such as the Grand Old Opry and the Ryman Theater.
PHE further tapped into sports fans with multiple activations. In addition to grassroots marketing at rodeos and barrel races, a high-profile sports marketing event showcased the release during the NHL’s Nashville Predators games at Bridgestone Arena, the most-ticketed venue in the world.
The Power Teams
Paramount Home Entertainment
The following worked on both The Godfather and “Yellowstone” campaigns:
- Michele Bell, EVP, Worldwide Creative Services, oversees all of the division’s product packaging and digital design, in-store and online creative assets, and print, broadcast and online advertising.
- Alanna Powers, SVP, Brand Marketing, spearheads the division’s global marketing strategies, product development, and management of all feature-length new releases, library titles and acquisitions.
- Scott Klein, SVP, Brand Marketing, oversees worldwide transactional release strategies, marketing, and management of all television series distributed by Paramount Global.
- Melinda Froelich, SVP, International Marketing, leads the international marketing teams in developing strategic plans for all titles and products by territory.
- Hilarie Hildebrandt, SVP, Digital Sales, Global Accounts and Customer Marketing, oversees the strategic vision and execution of consumer-focused marketing programs with all global digital accounts.
- Michele Rumain, VP, Media, oversees domestic home entertainment media planning for new-release, catalog, acquisitions and television product.
- Michelle Willey, VP, Worldwide Creative Services, leads creative for new releases, catalog and television campaigns, including product packaging and digital design, in-store and online creative assets, and print, broadcast and online advertising.
- Lin Park, Director, Global Digital Marketing, leads the division’s global digital and social marketing strategies, creating impactful campaigns for feature-length new releases, library titles, acquisitions and TV series.
- Dashiell Winston, Senior Manager, Global Digital Marketing, leads the division’s global digital and social marketing strategies, creating impactful campaigns for feature-length new releases, library titles, acquisitions and TV series.
The PR team that worked on The Godfather and “Yellowstone” consisted of Kirsten Anderson, Pamela Grant, Alan Meier, Deborah Peters, Sharon Ramirez and Deborah Thompson.
The following people worked on The Godfather campaign:
- Todd Sokolove, Director, Brand Marketing, oversees home entertainment product development and promotions for Paramount’s film library
- Irene Bassett, Director, Brand Marketing, oversees home entertainment marketing activations for Paramount’s film library
The following people worked on the “Yellowstone” campaign”
- Laura Kanamori, Executive Director, Brand Marketing, oversees physical home entertainment marketing for television series from all Viacom networks.
- Jennifer O’Keefe, Director, Brand Marketing, also manages physical home entertainment marketing for television series from all Viacom networks.
- Emily Guenther, Senior Manager, Brand Marketing, oversees TVOD home entertainment marketing for television series from Paramount Network, Comedy Central, BET, MTV, VH1, CMT, TV Land, Logo and Smithsonian.
Sony Pictures Home Entertainment
The marketing team that worked on the Ghostbusters: Afterlife campaign consisted of Lexine Wong, Jennifer Anderson, Katie Ullrich, Abram Lugioyo, Patrick Serrano, Joe Burg, Rene Wilson, Antonio Gimenez-Palazon, Patrick Santiago, Christine Galloway, Kaitlyn Slover, Michael Nixon, Aaron Plourde, Jane Mohon, Jana Simmons, Doug Momii, April Cozart and Courtney Yeh.
The marketing team that worked on the Spider-Man: No Way Home campaign consisted of Lexine Wong, Jennifer Anderson, Katie Ullrich, Gregg Shack, Joe Burg, Derek Mihalik, April Florentino, Eric Kent, Amy Tesser-Marquez, Derek Schulte, Alex Andujar, Tara Rais, Jane Mohon, Jason Rumminger, Dylan Godshall, Christine Galloway, Michael Nixon, Diana Cheng, Jana Simmons, Doug Momii, April Cozart and
The marketing team that worked on the Venom: Let There Be Carnage campaign consisted of Lexine Wong, Jennifer Anderson, Cynthia Munoz, Abram Lugioyo, Patrick Serrano, Derek Mihalik, Stephanie Wu, Emily Ossip, Nico McManus, Robin Davids, Aaron Plourde, Jane Mohon, Diana Cheng, Rob Czechowicz, Terence Mulcahy, Jana Simmons, Doug Momii, April Cozart and Courtney Yeh.
Universal Pictures Home Entertainment
- Hilary Hoffman, EVP, Global Marketing, oversees strategic marketing for Universal and its distributed lines worldwide across feature film new-release, library and TV properties. Her responsibilities encompass defining go-to-market strategies and overall approach for consumer engagement, including developing and leveraging new platforms and technologies as well as direct-to-consumer initiatives to drive profitable growth. She is responsible for creative, digital content, retail marketing, media, digital marketing, publicity and consumer insights.
- Pam Blum, SVP, Global Marketing, oversees creative marketing services and the development of value-added content for the studio’s physical and digital releases on a worldwide basis. Her responsibilities also extend to include maximizing opportunities cross-divisionally within NBC Universal.
- Lea Porteneuve, SVP, Global Publicity & Communications, oversees global business, technology and executive communications for UPHE as well as leads strategy and advancement of brand-defining publicity initiatives in support of the studio’s digital and physical in-home offerings around the world.
- Denise Haro, SVP, Global Consumer Insights & Strategy, oversees business analytics, focusing on external market analytics, trend analysis, and long-term outlook. She also manages UPHE’s consumer insights and research. She is focused on aligning global commercial strategy around product, window, messaging, and innovation founded in business and consumer insights. Throughout her tenure, she has been influential in shaping company strategy.
- Sandy Choi, SVP, Global Brand Marketing & North America Partnerships, manages worldwide marketing for Focus Features’ home entertainment new-release slate as well as all of UPHE’s North American third-party partner relationships. Additionally for all of UPHE’s distribution partners, she oversees the development and execution of all marketing campaigns across both physical and digital platforms and leads the cross-functional team responsible for the overall business.
- Stephanie Lutjens, SVP, Global Brand Marketing, spearheads global strategic marketing, product development and management of all new-release titles from Universal Pictures, Illumination and DreamWorks Animation, in addition to the studio’s extensive catalog and television library. She also manages worldwide home entertainment promotions.
- Joe Eibert, VP, Digital Marketing, oversees UPHE’s owned media marketing, including CRM, websites, influencers and promotions. Eibert also leads division-wide efforts on innovation and multi-cultural opportunities.
- Nadia Haney, VP, Emerging Partnerships & Formats, is responsible for Universal’s entrée and advancement of new formats, alternative distribution partner marketing, and airline content licensing. Additionally, she serves as a primary liaison for cross-industry growth initiatives.
- Ted Chi, SVP, Digital Marketing and Media Strategy, oversees the digital strategy and execution for UPHE’s in-home film releases. His remit includes paid, earned and owned media with an emphasis on data and analytics.
Lionsgate home entertainment marketing executives who worked on The Hunger Games: Ultimate Steelbook Collection campaign include Amelia Rogers, Erin Carter, Tiffany Olivares, Kathy Arendain and Aaron Gershman.