'Seeing the shift': As theaters open up, studios are starting to promote theatrical movie marketing again

Some agency execs, who work with major movie studios, are bullish about a return to theaters as well as a resurgence of marketing of the theatrical experience.
April 09, 2021

With vaccinations ramping up and theaters in major markets like Los Angeles and New York City slowly opening, a true return of movie-going in the United States may soon be upon us. That being said, much of the focus for movie studios remains on streaming and “right now, films are back in theaters with significantly lowered expectations,” according to Glenn Ginsburg, svp of global partnerships with QYOU Media. In January 2021, movie studios spent $49.8 million on traditional media compared to $201.4 million in January 2020, according to Kantar. It’s unclear how much studios will spend on media in 2021. Read more below.

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Some agency execs, who work with major movie studios, are bullish about a return to theaters as well as a resurgence of marketing of the theatrical experience.

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To better reach digital-first consumers during months of quarantine, marketers optimized their in-app engagement strategies.

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Marketing on Platforms
CarsonDoyle is an agency built by Gen Zers and is pitching clients on working with them to authentically connect with their generation.

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Equality and Opportunity
Women’s sports still struggles to grab the attention of advertisers, but audiences are growing and some in sports media are shining a light on opportunities in this space.

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Content & Commerce
Rather than launch a shop page or an online marketplace adjacent to its homepage, BDG is giving all of its content the ability to become shoppable.

Publishing in the Platform Era
March Madness and NBA All Stars mark the perfect occasions for Turner Sports to try and engage both younger- and female-skewing audiences.
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Why growth of women's sports coverage and advertiser interest is bogged down by small steps forward

Thursday, April 8, 2021

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Roku Recommends will feature a host highlighting shows and movies from various streaming services available on Roku, and the company is pitching advertisers on sponsoring the format. April 06, 2021

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Monday, April 5, 2021

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